Amid the resurgence of functional skincare, how is Amilera spearheading technological democratization?

“A good product should be affordable for everyone.” On August 5th, He Zhiyong, the Chairman of the ACCESS Group and the Chief Product Selector of VTN, launched the “Crystal Time Mask” and “Water Cleansing Facial Wash” of the German lean skincare brand amilera in the live - streaming room of the health and beauty membership store VTN. In just 9 seconds, the sales volume of the Crystal Time Mask exceeded 1,000 boxes, and over 350,000 pieces were sold in 3 hours. The sales volume of the Water Cleansing Facial Wash exceeded 20,000 units within 2 hours of its launch, and the total sales of the brand exceeded 18 million yuan in 3 hours.

He Zhiyong graduated from a biotechnology major and is a veteran in the brand retail field. He has led the development of several international brands such as Estée Lauder and SK - II in the Chinese e - commerce market. He believes in the principle of “the simplest way is the best”. He thinks that the success logic of a skincare brand should follow the triangular rule of “better, cheaper, and safer”. He introduced amilera to China in the hope of reconstructing the skincare market with biotechnology.

In his opinion, one of the premium selling points of luxury beauty brands has always been their efficacy claims and patented technologies. amilera is industrially applying cutting - edge and innovative raw materials, reconstructing the value logic of skincare with biotechnology, and promoting the “technological equality” of lean skincare.

He Zhiyong, the Chairman of the ACCESS Group and the Chief Product Selector of VTN, launched new amilera products in the VTN live - streaming room.

Systematic technological breakthrough: a “supply - side reform” for skin anti - aging

In the 1980s when “Made in Japan” swept the world, on the first floor of the Seibu Department Store in Shibuya, Tokyo, customers would find two counters of Clinique under Estée Lauder right at the entrance as soon as they entered.

Today, although the cosmetics and luxury groups have realized the trend of skincare moving towards efficacy, they are still trapped in the high - end market with “premium” packaging and marketing. On the other hand, brands with a pharmaceutical background that integrate global cutting - edge technologies into daily skincare scenarios are increasingly coming to the forefront.

amilera is initiating a “supply - side reform” in skincare technology based on biotechnology and precision medicine, integrating “pre - mainstream” technologies into daily skincare scenarios. The launch of the Crystal Time Mask is a dual - track breakthrough in its “mask fabric revolution” and “ingredient revolution”, and it is also a key move to announce to the industry and consumers.

The amilera Crystal Time Mask uses a “medical - grade” hydrogel dressing mask fabric.

“A mask fabric is not necessarily better when it is thinner. A good mask fabric should be able to hold the essence sufficiently.” He Zhiyong introduced during the live - streaming. The amilera Crystal Time Mask uses a “medical - grade” hydrogel dressing mask fabric, which consists of 2 layers of hydrogel and 1 layer of fiber support. It not only locks in the essence through its porous structure without dripping but also reserves breathing channels for the skin, bringing a more refreshing and breathable feeling and solving the industry problem of clogged pores caused by airtightness. Thanks to this, the new mask can carry 30 times its own weight of essence, which is 2.5 times that of an ordinary mask fabric, and it can still retain 90% of its moisture after 30 minutes without evaporation.

1.4% supramolecular collagen peptide is the optimal ratio for achieving collagen activity and skin touch.

The mask fabric is just a carrier, and the core lies in the innovative ingredient - 1.4% supramolecular collagen peptide. When it comes into contact with the skin and precisely fits the collagen mother cells, it acts like a key to stimulate the regeneration of 8 types of collagen. This ingredient screens “collagen seeds” hexapeptide - 9 and tripeptide - 1 that are highly matched with the human body through AI technology and assembles them according to the natural structure of skin collagen using molecular dynamics simulation technology. A collagen network is formed in 10 minutes, and wrinkles are visually reduced by 40%. In 28 days, the density of type I/II/VII collagen is increased by 55%.

At the same time, the Crystal Time Mask is also equipped with a medical - grade raw material - a new type of filling hyaluronic acid (acetylated hyaluronic acid). By combining acetylation and low - molecular - weight hyaluronic acid less than 10kDa, the penetration efficiency through the stratum corneum is increased by 300%, achieving the filling effect of injections and the safety of topical application.

Taking the new mask as an observation window, we can see that amilera's innovation path not only sharply hits the market pain points, seamlessly connects the once - broken medical scenarios with home care but also provides a scientific solution with a clear and detailed link for the industry's systematic innovation.

From niche to mass: a pioneer in the era of technological equality

There are always only two core driving forces for efficacy - based skincare: the continuous breakthrough in human understanding of skin science and the continuous application of tools and means to solve skin science problems.

At the beginning of 2025, amilera launched the Time Bottle Anti - Aging Serum again after several years, for the first time applying the innovative micro - spherical hyaluronic acid from BASF, a German raw material giant. This ingredient was once a high - end medical - grade raw material. Driven by amilera, it has now become an everyday anti - aging solution accessible to the general public. As of now, the cumulative global sales volume has exceeded 10 million units, and it has won favorable feedback from over 500,000 users.

From this perspective, the continuous explosion of amilera's new products this year is essentially a continuation of the above two driving forces. Originating from a German dermatological laboratory, amilera ensures precise efficacy through long - term technology accumulation. By leveraging its global supply chain and channel advantages and strictly controlling costs through industrial application, it has become one of the phenomenal international brands localized in China.

Taking the most basic cleansing need in skincare as an example, consumers have long faced the pain point of being unable to balance cleansing power and mildness. “Surfactant is the key soul of cleansing technology.” In He Zhiyong's view, while most high - end cleansers such as CPB and SKII still rely on soap - based surfactants, amilera's Water Cleansing Facial Wash uses a “5 + 3 compound surfactant system” to provide “simpler, safer, and more efficient” efficacy than luxury brands and positions its price in a more competitive range.

amilera launched the “Crystal Time Mask” and “Water Cleansing Facial Wash”.

“I encourage everyone to use AI to make consumption decisions and choose the most suitable cleansing product. Buying the right one is the cheapest.” In He Zhiyong's view, consumers can use AI to understand the ingredients of cleansing products. On the one hand, they hope to buy better products at the same price. On the other hand, driven by the concept of scientific skincare, they should get out of the misunderstandings of “over - cleansing” and “ingredient - only theory”.

The Water Cleansing Facial Wash ensures mildness with 5 types of amino - acid surfactants and strengthens cleansing power with 3 types of plant - derived surfactants (APG). It not only achieves a makeup - removing - level cleansing effect but also maintains the mildness of an amino - acid cleanser. By being paired with multiple moisturizing factors, it breaks the traditional perception that cleansing causes water loss. Acetylated sodium hyaluronate penetrates 100 microns for deep hydration, and the moisture - locking magnet (PENTAVITIN®) locks in moisture for 72 hours, truly achieving “hydrating while cleansing” and enabling sensitive skin to achieve “washing and caring in one”.

From the Time Bottle to the Crystal Time Mask and the Water Cleansing Facial Wash, amilera has launched a series of best - selling products, which actually verifies the industrial application efficiency of its cutting - edge technologies and the “multiplier effect” of its strategic anchor points.

Since its establishment, amilera has always followed strict German standards, and everything must be tested and fact - checked. By strictly selecting innovative raw materials globally and innovating in precise ingredient ratios, amilera has transformed “efficient and safe” skincare from a privilege of the few into a “precise, safe, and effective” norm.