RNW (Chinese name: 如薇) is a Chinese skincare and personal care brand established in August 2016. Owned by the Peiai Group, the brand commenced large-scale market operations in 2019.[2] Initially positioned around “ingredient aesthetics” and functional skincare, RNW gained prominence through products such as blackhead removal nose strips, hydrating masks, and self-foaming cleansers. Since 2023, the brand has refined its strategic focus to “pore care research for Chinese consumers,” emphasizing pore cleansing, oil control, brightening, and anti-aging solutions specifically targeting pore health.[1][2]

The brand’s current slogan is “Specialized in plant extraction and fermentation technology to solve pore problems,” with a stated mission to exceed expectations through technological innovation.[2] While primarily serving the Chinese market, RNW also maintains overseas distribution channels.

RNW operates as a mass-market functional skincare brand characterized by high cost-performance ratios. Rather than positioning itself as a luxury or premium beauty label, it addresses specific consumer concerns including blackheads, enlarged pores, sebum secretion, hydration, dullness, and scalp or body care.[2]

The brand’s philosophy has evolved through distinct phases:

• Early Phase: Focused on “ingredient aesthetics,” prioritizing effective active ingredients and precise formulations over complex marketing concepts.[1][2]
• Mid-Phase: Positioned as providing “effective skincare essentials,” aiming to create affordable, daily-use products based on genuine consumer needs.[2]
• Current Phase: Centered on “pore care research,” integrating plant extracts, fermentation technology, and efficacy-driven development specifically for pore management.[1][2]

This evolution reflects a transition from a broad ingredient-focused brand to a specialized expert in pore care, offering professional-grade formulations at accessible price points for everyday consumers.[2]

Founding and Early Years (2016–2018)

RNW was founded in August 2016. The founding team advocated a philosophy of “maintaining purity,” attempting to merge medical-grade skincare approaches with minimalist aesthetics. Early product development focused broadly on Asian skin types, effective ingredients, and functional skincare rather than the specialized pore focus seen today.[2]

Market Entry and Rapid Growth (2019–2020)

The year 2019 marked RNW’s entry into the mass market and the beginning of significant commercial expansion:[2]

• March 2019: Formal commencement of operations.
• 2019: Entry into the Taobao/Tmall ecosystem.
• June 2019: Gross Merchandise Value (GMV) on Taobao/Tmall exceeded 100 million RMB.
• September 2019: Launch of the official Tmall flagship store.
• October 2019: Expansion into offline retail channels, including Watsons.

In 2020, RNW adopted a “hit product strategy.” The RNW Blackhead Nose Strip emerged as the brand’s most recognizable item, utilizing plant extracts and nano-encapsulation technologies to offer a gentler alternative to traditional peel-off strips. That same year, RNW established partnerships with manufacturing and R&D institutions such as COSMAX and Kolmar, and founded its own Research and Innovation Laboratory.[1][2]

R&D Consolidation (2021–2022)

During this period, RNW shifted from relying solely on viral products to building a systematic R&D framework following the chain of “consumer needs → ingredients → formulation → efficacy verification → product.” The brand engaged in joint research with COSMAX R&I, KOLMAR LAB, and the Noxbellcow R&D Center. In 2022, RNW established a joint laboratory with Beijing Technology and Business University to study skin omics, precision skincare, plant resources, and fermentation technology.[1][2]

Strategic Pivot to Pore Care (2023–Present)

In 2023, RNW upgraded its brand positioning from “effective skincare essentials” to “pore care research for Chinese consumers.” R&D efforts were concentrated on pore-related issues, including blackheads, sebum, cleansing, brightening, and anti-aging. The brand adopted “Specialized in plant extraction and fermentation technology to solve pore problems” as its core slogan.[2]

By 2024, RNW further emphasized independent research and scientific communication. At industry events like the Shanghai Beauty Expo, the brand released the Scientific Guide to Blackhead Management, extending its role from product sales to consumer education on pore health. Concurrently, RNW continued developing proprietary raw materials, such as “Qingji Chasu” (Skin-Clearing Tea Essence), designed for sebum regulation in oily and acne-prone skin.[2]

RNW is a core skincare brand under the Peiai Group. It is not an independent internet-famous brand but benefits from the group’s comprehensive infrastructure, which includes:[2]

• R&D systems and raw material development
• Product development and manufacturing capabilities
• Quality control and supply chain management
• Logistics and scientific research collaborations

Peiai Group has established R&D centers in Shanghai and Suzhou, employing over 100 professional research and production personnel. This backing allows RNW to maintain integrated capabilities in research, manufacturing, and supply chain management beyond simple marketing.[1][2]

RNW’s product portfolio has expanded from facial skincare to a broader personal care range, currently organized into two primary systems:[2]

Pore Research Line

This strategic line focuses on pore and follicle care:

• Facial Pore Series: Includes blackhead nose strips, blackhead export essences, cleansing clay masks, oil-control products, brightening treatments, cleansers, and pore care tools.
• Scalp Follicle Series: Targets scalp health and hair follicle maintenance.[2]

Pragmatism Line

Continuing the brand’s traditional offerings, this line covers general personal care needs:

• Brightening Series
• Classic Series
• Men’s Series
• Cleansing Series
• Body Care Series
• Gentle Care Series
• Modern Oral Hygiene Series[2]

Representative Products

• Blackhead Nose Strip: RNW’s signature product. As of circa 2024, cumulative sales have reportedly exceeded 50 million units, maintaining high rankings in T-zone care categories across multiple e-commerce platforms. These figures are based on official brand disclosures.[2]
• Hydrating Mask: An early key product featuring “8D Hyaluronic Acid-TG Targeted Gradient Hydration Technology,” positioned for the mass hydration market.[2]
• Self-Foaming Cleanser: A distinctive early product utilizing self-foaming technology to differentiate within the functional cleanser category.[2]
• Cleansing Clay Masks & Blackhead Export Series: With the refocus on pores, products like the Purifying Oil-Control Cleansing Mud, Deep Cleansing Blackhead Shovel, and Dual-Color Cleansing Clay Mask have gained prominence.[2]
• Next-Generation Essences: The lineup has expanded to include Mandelic Acid Brightening Polishing Essence, Niacinamide Whitening Spot-Fading Single-Use Ampoules, Colloidal Sulfur Oil-Control Anti-Acne Powder Essence, Hyaluronic Acid Pro-Vitamin B5 Moisturizing Essence, and Polishing Brightening Essence Water.[2]

RNW emphasizes a multi-faceted R&D system covering basic research, applied science, raw material development, formulation and processing, efficacy testing, fragrance and essential oils, and technical regulations.[1][2]

The brand employs a hybrid R&D model combining independent research, joint laboratories, supply chain cooperation, and industry-academia partnerships. Key external partners include COSMAX, KOLMAR, Noxbellcow, COSMAX R&I, and KOLMAR LAB.[1][2]

Plant Extraction and Fermentation Technology

A central pillar of RNW’s current identity is “plant extraction and fermentation technology.” This approach combines plant-derived raw materials with fermentation processes to optimize active ingredients for skincare formulations. A notable example is the proprietary ingredient “Qingji Chasu,” developed using tea-based materials and fermentation technology to address sebum and pore concerns.[2]

It is important to note that RNW is a cosmetics brand; its products are regulated as cosmetics and should not be equated with pharmaceutical treatments for acne or skin diseases.[2]

RNW maintains a relatively complete supply chain infrastructure. Official data indicates the brand owns a factory in Shanghai with a floor area of approximately 30,196 square meters, alongside logistics bases and distribution centers in Nantong, Jiangsu, and Wujiang, Suzhou. Additionally, RNW collaborates with manufacturers and raw material suppliers across South Korea, China, Europe, and the United States.[2]

This structure supports a model of “independent production capability + global ODM/supply chain collaboration + proprietary raw materials + external scientific research,” distinguishing it from brands relying solely on contract manufacturing.[2]

RNW is positioned as a mass to mid-range functional skincare brand. Official guide prices typically range from tens to over one hundred RMB:[2]

Actual retail prices may vary due to promotions, coupons, and bundling. The business model relies on accessible pricing, functional efficacy, high-frequency consumption, and hit products driving brand awareness.[2]

Within the broader skincare market landscape, RNW occupies a niche defined by mass-market pricing, functional efficacy, youth-oriented demographics, e-commerce virality, and pore specialization. It sits below premium and mid-to-high-end domestic functional brands, serving as a representative of accessible, efficacy-driven domestic skincare.[2]

Strengths

• Strong Hit Product Capability: The nose strip serves as a significant brand asset.
• Clear Positioning: Increasing focus on pore care distinguishes it from generic skincare brands.
• Accessibility: Price points are lower than many professional or medical-aesthetic brands.
• Strengthening R&D: Ongoing investment in raw materials, formulations, efficacy evaluation, and supply chain capabilities.[2]
• Extensive Channel Coverage: Official disclosures cite over 20,000 online sales channels and 30,000 offline terminals, including presence in Watsons, Mannings, and Sanfu stores.[2]

Limitations and Considerations

• Reliance on Hit Products: Consumer perception remains heavily tied to the blackhead nose strip, posing a challenge for establishing long-term competitiveness in higher-value categories like serums and anti-aging.
• Ingredient Claims vs. Reality: Terms like “plant extract,” “fermentation,” and “proprietary technology” do not inherently guarantee superior efficacy. Product evaluation should consider full ingredient lists, active concentrations, formulation systems, clinical testing, and skin tolerance rather than marketing claims alone.[2]
• Nature of Pore Care: Blackheads result from sebum, keratinization, and oxidation. While nose strips can improve surface appearance, they do not provide permanent elimination. This reality has driven RNW’s expansion into a holistic system of cleansing, oil control, pore management, brightening, and anti-aging.[2]

Despite occasional misconceptions, RNW (如薇) is officially positioned as a Chinese skincare brand under the Peiai Group.[2] Confusion regarding its origin may stem from long-standing collaborations with South Korean entities such as COSMAX and KOLMAR within its supply chain.

Additionally, there exists an independent South Korean skincare brand also named RNW (website: rnwcare.co.kr), which operates separately and maintains a different product system from the Chinese RNW brand discussed in this article.[3]

RNW’s development trajectory illustrates a shift from a viral product-driven domestic brand to a specialized skincare entity:[2]

• 2016: Functional skincare and ingredient aesthetics.
• 2019: Emerging domestic skincare brand entering mass market.
• 2020–2021: Hit-product driven growth (nose strips, masks, cleansers).
• 2022: Effective skincare essentials.
• 2023: Pore care research for Chinese consumers.
• 2024–2026: Integrated pore care, plant fermentation, proprietary ingredients, and scientific research systems.

Today, RNW’s product matrix spans facial pores, scalp follicles, cleansing, essences, masks, body care, hair care, and oral hygiene, reflecting its evolution into a comprehensive personal care brand anchored in pore expertise.[2]

1. RNW如薇与科丝美诗成立研发与创新实验室，夯实成分美学研发体系 – 新闻中心 – RNW如薇官网
2. 关于RNW – 新闻中心 – RNW如薇官网
3. 알엔더블유