Zhenxi sold 韩熙贞 beauty as 'younger every wash' — ¥100k false-ad fine

Han Xizhen (韩熙贞) is a beauty brand that rose fast on Tmall and JD — within six months of launch it led Taobao's sales ranking, passing 60,000 units a month of its lipsticks, foundations and eyeliners — then built a large following on Kuaishou, where its self-run store claimed millions of fans and took a 6.4m yuan GMV lead in a brand livestream contest.

Guangzhou Zhenxi Cosmetics (广州甄皙化妆品有限公司) was the agency working the Kuaishou store ID 5000032363. From March 2024 its hosts — 王妮, 杨丹丹 and 胡雪 — went live selling 23 Han Xizhen products: 14 ordinary cosmetics, two special-purpose cosmetics, two packaged foods and one health product.

The on-camera claims had nothing behind them. An ordinary facial cleanser would 'wash you younger' and 'wash the black and yellow out of the bottom of your skin'. A spot-removal essence would clear 'twenty years of deep stubborn spots' and make you 'ten years younger'. A packaged drink was said to leave you 'glowing white' like repeated whitening injections. A vitamin supplement would 'cure colds fast' and 'boost immunity'.

Baiyun district regulators opened the case on 26 April 2024. They found 2,245 orders totalling 526,838.74 yuan, most of it driven by the 'hot' falsely-pitched products. Because the firm cooperated, disclosed evidence and rectified, and no physical harm was found, the penalty was the lighter path: fined 100,000 yuan under Article 8 of the Anti-Unfair-Competition Law for false and misleading commercial promotion.