Kose launches the "Qingcui" series for Sekkisei, featuring plant essential oil skincare | The front line
Recently, SEKKISEI, a skincare brand under the Japanese cosmetics group KOSÉ Corporation, launched its new "Pure Green" series in China and showcased this product line through an offline event called "The Realm of Touch and Scent". This is also the first appearance of this series in the Chinese market.
SEKKISEI is one of the most representative skincare brands of KOSÉ. It was established in 1985 and is well - known for its whitening skincare formulas based on traditional Chinese herbal plants. It has a high level of recognition in the Chinese market. In the past few years, with the intensifying competition in the Chinese skincare market, SEKKISEI has been continuously adjusting its product structure, expanding from the traditional whitening lotion and emulsion system to product lines that emphasize more on skincare experience and natural ingredients. The Pure Green series is a new line launched against this backdrop.
Image source: Brand
In terms of product structure, the Pure Green series features a plant - oil skincare system. A total of six products have been launched, including three facial oils - Vitality Facial Oil, Radiant Facial Oil, and Hydrating Facial Oil, as well as a double - layer moisturizing lotion and a cream. The price range is concentrated between 400 - 470 yuan, belonging to the mid - to - high - end skincare price segment. The formula is centered around plant ingredients such as camellia seed oil, safflower seed oil, coix seed oil, and ginseng root extract, and is paired with a fragrance system with a grassy aroma, emphasizing the concept of "combining water and oil" and skin circulation.
From a product logic perspective, this series significantly strengthens the role of "oil". In recent years, the acceptance of facial oils in the Asian skincare market has been continuously increasing. Many brands have started to use oil - based products as a core step in repair or anti - aging care. The Pure Green series differentiates functions through different textures and structures. For example, the Hydrating Facial Oil has a water - oil double - layer structure, featuring a light and thin skin - feel; while the Vitality Facial Oil and Radiant Facial Oil are more focused on moisturization and gloss.
The space design of this launch event mainly features green plants and natural wood, emphasizing a sense of nature and a relaxing atmosphere. Interactive activities such as sachet making were also set up to combine the aroma of plants with the skincare experience. This type of immersive event has become increasingly common in the new product launches of cosmetics brands in recent years. On the one hand, it is used to strengthen the sensory narrative of the products; on the other hand, it provides materials for social media promotion.
Yasuhiro Ishii, Chairman and General Manager of KOSÉ China
In terms of packaging design, the Pure Green series also continues KOSÉ's environmental protection efforts in recent years. The bottle caps are made of recycled coix seed shells, and the container shape is inspired by the structure of oriental roof tiles. According to the brand, this design won the "Best of the Best" award at the German Red Dot Design Award in 2025.
Currently, this series has been launched on Chinese e - commerce platforms, and an independent flagship store has been opened for sales. For SEKKISEI, the Pure Green series is not only an expansion of the product line but also reflects the brand's strategy in the Chinese market to shift from traditional "iconic whitening products" to a more comprehensive skincare system. As Chinese consumers' attention to natural ingredients, fragrance experience, and emotional skincare increases, product lines that emphasize plant - based formulas and sensory experiences are becoming new growth points for many international brands.