Every year, 618 is a fiercely contested battleground for home beauty device brands, with price wars and marketing gimmicks emerging endlessly. However, this year's 618 is different. The new industry regulations implemented in April have brought violent turbulence and reshuffling. RF beauty devices, which dominated the mainstream product lines, have become a thing of the past. A large number of brands have vanished due to gaps in their new product lines. Previously, Procter & Gamble announced the closure of its beauty device brand OPTE's online and offline operations, while L'Oréal's Clarisonic had already shut down its flagship store.

It can be said that the first 618 after the new regulations is no longer a marketing battle, but a battle for survival. The industry shake-up better reveals a brand's ability to withstand risks and stay at the table, as well as its most essential product innovation capability.

As this year's 618 comes to an end, the Jmoon brand has delivered an impressive report card with its dominant performance. According to data and rankings released by various e-commerce platforms, Jmoon led the home beauty device category by a wide margin, firmly securing the sales championship across all channels. On Douyin Mall's beauty instrument ranking, Jmoon ranked first; on JD.com's personal care and beauty appliance list, it also claimed the top spot; and on Kuaishou's beauty instrument industry ranking, it remained the champion. In addition, Jmoon's newly launched beauty device features "transdermal collagen light" technology, which sold out immediately upon release, and the collagen light technology has already sparked considerable discussion within the industry.

During the industry's deep adjustment period, Jmoon's performance is not only steady progress but also carries the momentum of a leader forging ahead against the current.

Topping the Charts: New Product Sells Out Instantly

This is not the first year Jmoon has dominated the 618 rankings. Judging from the just-announced results, Jmoon continues its trend from last year, ranking firmly as the top seller in beauty device categories across major e-commerce platforms.

Growth may not be difficult, but what is truly rare is maintaining high growth while navigating industry cycles.

After the new regulations took effect on April 1, leading beauty device brands from both China and abroad pulled their RF products off the shelves. The industry consensus was to discontinue product lines or reapply for relevant certifications. Since RF was previously the mainstream technology for home beauty devices, a technological gap became a common challenge for brands.

Whoever can explore new technological paths and launch representative new products will seize the next market advantage. This is both an opportunity and a test. But why is Jmoon growing against the trend during this deep industry shake-up?

According to observations, a large number of orders during 618 were for Jmoon's recently launched "anti-aging new species" — the transdermal collagen light beauty device. This new product firmly tops various beauty device rankings, drawing enthusiastic attention from over 200,000 consumers, with a new product popularity index near perfection.

It's safe to say it sold out instantly upon launch. It is understood that Jmoon's new product adopts the cutting-edge "transdermal collagen light" anti-aging technology, which delivers stronger anti-aging effects, higher thermal efficiency, and more multi-dimensional efficacy than traditional RF. The "transdermal collagen light" technology was developed under the leadership of Jmoon's chief scientist, Nobel laureate in Physics Theodor W. Hänsch. Moreover, Jmoon is the first brand in the world to apply this technology in the home beauty device sector.

For the home beauty device industry, the initial success of Jmoon's "transdermal collagen light beauty device" sends a positive signal — a "new species" that surpasses RF products and ushers in the 2.0 era of beauty devices has arrived.

R&D in Uncharted Territory: Defining the Next Generation of Beauty Devices with New Species

From the foldable large-panel light, the "flat iron" beauty device, the second-generation collagen炮 MAX, to the transdermal collagen light beauty device, Jmoon has proven itself over the past few years as a true hit-maker in the industry.

Creating a blockbuster product may involve some luck, but consistently leading and creating hit products is no accident.

Especially during a deep industry adjustment period, remaining stable while proactively launching innovative products to seize new high ground reflects the brand's hardcore product strength, the courage to explore uncharted territory, and forward-looking strategic planning.

It is understood that Jmoon began R&D on the "transdermal collagen light beauty device" three years ago. In other words, while other brands were still focused on reaping the dividends of RF technology, Jmoon's technological development had already entered the "next level," exploring new species that surpass RF technology much earlier than the industry.

"Transdermal collagen light" technology, as an emerging anti-aging technique, uses a combination of near-infrared short waves (760-1400nm) and long waves (1400-1940nm). Compared to traditional RF technology, it brings multi-angle anti-aging innovation. Specifically, the limitations of RF technology are low thermal efficiency and shallow penetration depth (less than 4mm below the skin, reaching only the middle and superficial layers of the dermis). In contrast, transdermal collagen light can reach 4.5mm below the skin, penetrating the deep dermis with much stronger penetration. Furthermore, while traditional RF technology can only promote collagen production, transdermal collagen light simultaneously promotes the production of collagen, elastin, and ATP — a triple promotion.

Xu Nan, Director of the Dermatology Department at Shanghai East Hospital, once stated that the anti-aging effect of transdermal collagen light is more comprehensive, not only reducing wrinkles but also improving skin firmness and elasticity. Therefore, transdermal collagen light is also called a "new anti-aging species" by the dermatology community, and similar technological principles have already been applied in some aesthetic medicine procedures. With strong penetration, strong thermal field, and strong promotion, compared to traditional light therapies, transdermal collagen light is painless, non-invasive, offers quick recovery, and delivers rapid results.

By innovatively applying this technology, Jmoon's new product achieves significantly improved results over traditional products on the market.

Reports from third-party testing institutions also verify the product's effectiveness: users of the "Jmoon transdermal collagen light beauty device" feel a lifting and tightening effect after just one use; after seven consecutive uses, wrinkles are significantly reduced; after 28 days, it effectively promotes new collagen production. Another advantage of transdermal collagen light technology is its safety, as it directly penetrates the epidermis and acts on the dermis without damaging the epidermis.

In addition to tangible results, the "Jmoon transdermal collagen light beauty device" continues the product design philosophy of "extreme speed beauty" + "big" technology. The 7 cm² ultra-large thermal field allows users to complete beauty routines more quickly, adapting to the daily beauty needs of a fast-paced lifestyle.

Jmoon is both a leading brand in beauty devices and a pioneer of new anti-aging species. Compared to most beauty devices on the market with single functions, Jmoon's new product simultaneously achieves three effects: lifting, wrinkle reduction, and plumping firmness. From follow-up visits with new users of the transdermal collagen light, it's clear that when users find the results are indeed better than RF, they highly recognize the new anti-aging technology.

Objectively speaking, although beauty devices have successfully transitioned from professional clinics to home use over the past decade, with surging user demand, users' expectations for beauty device technology and experience are also rising.

Authentic consumer feedback and recognition are particularly important. Addressing user concerns about weak results, safety, and efficiency in home beauty routines, the "Jmoon transdermal collagen light beauty device" provides a comprehensive anti-aging solution, offering the industry more possibilities ahead of the curve.

Defeating a hit product is not about creating another hit product, but a "new species." This is what Jmoon understood from the very beginning: R&D in "uncharted territory" and challenging new species that surpass the RF experience are the core paths to the next era.

The 2.0 Era of Beauty Devices: A Contest of Technological Philosophy

Anti-aging is the most important yet often overlooked user need in daily beauty care. In the post-regulation era, the home beauty device industry continues to innovate, but few consistently target the core anti-aging need and provide new solutions.

Driving the transition from professional clinics to home use stems from a precise understanding of user needs, and Jmoon has led the way more than once in this regard.

During the RF beauty device era, Jmoon seized upon users' need for "extreme speed beauty." With the core concept of "extreme speed beauty big technology," it created home beauty devices with large treatment heads, large electrodes, and high energy, innovating from the traditional small-headed circular motion to large-headed贴合 lifting, leading the industry in sales. In the new adjustment period of 2024, Jmoon once again quickly captured the core anti-aging needs of users, continued to deliver technological R&D成果, and its ability to create new species has been validated once more.

Effortless, more efficient, and continuous creation of new species not only reflects deep user insight but also demonstrates the brand's scientific research strength time and again.

Jmoon was founded during the extensive development phase of the beauty device 1.0 era, yet it has already formed a rich product matrix, a rapid technology iteration mechanism, while maintaining high-speed growth. Behind this brand vitality lies the philosophy of the company.

Rather than a consumer goods company, Jmoon is more like a technology-driven and craftsmanship-oriented tech company. Continuously leading innovation is no random event; it necessarily stems from a brand philosophy driven by technology — a natural result of long-termism.

In terms of scientific research, Jmoon indeed invests heavily. It currently has two world-class R&D centers in Shenzhen, China, and Seoul, South Korea, holding over 400 global patents and more than 30 international product safety certifications. Additionally, Jmoon's product development and manufacturing processes strictly follow the international ISO13485 medical device quality management system standards and have passed audits by international third-party testing institutions such as SGS and CVC, ensuring product quality and safety.

Beyond groundbreaking technological innovation, Jmoon pursues** user experience in product details. For example, the new-generation "Jmoon transdermal collagen light beauty device" uses custom ultra-light components, weighing only 152 grams — less than an apple. Users are often won over by the brand through countless such experiential details.

In the post-regulation era, Jmoon can remain composed amid industry turbulence precisely because of its brand philosophy's adherence to technological innovation and user experience, along with a constant sense of urgency to challenge itself. Pressure and challenges coexist. Persisting in technology-driven development of newer, more suitable products for users, Jmoon offers fresh thinking and a model for the next phase of China's beauty device industry.

Looking across the technology consumer sector, deep industry adjustment and transformation periods are actually good opportunities to demonstrate brand technology quality and resilience. "Extreme speed beauty, one step ahead" always targets users' core pain points. By deeply integrating user needs with technological capabilities, Jmoon has formed its own "law of dominance."

In the 2.0 era of beauty devices, the future is not merely about individual product competition — it's a battle of technological philosophy.

Technology resides within products and also supports the brand behind them. Technology is not about showing off skills; leaving a simple and effective product experience to consumers brings lasting security and trust, winning a farther future. (First published on TMTpost APP, Author: Xiaoyansuo, Editor: Liu Dafang)