‘Focus is on Asia’: Swiss brand Evenswiss says its future ‘growth story’ lies in region

The brand made its debut in Asia around three years ago through China’s cross-border e-commerce channels, with sales growing by three or four times each year.

Today, China is one of the brand’s biggest markets. APAC regional lead Michelle Wee credited this growth to the ascent of digital media and the savvy of Chinese consumers.

“The Chinese consumer is always online, and they like to read up about the science behind the products. We have thirty years of research and development behind the products, that’s a lot of reports, tests and evidence backing up the effectiveness. This gives them the confidence to choose our brand. ​

“In the past, there was a phase where everyone wanted natural beauty products but that’s already over. They wouldn’t want to buy a brand that has no science behind it.”​

Wee told CosmeticsDesign-Asia​ that the over the last three years, the business in China has grown three to four times annually. The company’s success in China is fuelling its confidence to expand in the wider Asian region.

Evenswiss has already launched in Malaysia, Singapore, Taiwan and Vietnam. It is particularly interested in the South East Asian region, where it sees huge growth opportunities.

Vietnam, in particular, has been a great success story for the brand, where it has grown rapidly through local aesthetic clinics.

“Vietnam is now our second growth story. The Vietnamese economy is growing very fast. We started off in a very professional area – skin doctors and plastic surgeons – because of our technology, clients can use it after surgery or laser treatments to boost skin recovery while also being gentle on the skin. That’s our strategy; we start off in the professional area, let the brand gain some awareness and credibility and then the next step we will move to B2C through retail or online,” ​said Wee.

The company is hoping to replicate its success in the Thai market with the same strategy and is currently looking for partners to enter the market.

Wee emphasised that the company has seen phenomenal growth in Asia overall, as such, it has set up a new regional office in Singapore to oversee the Asian market. “Now, the growth story of Evenswiss is focused on Asia.”​

‘Signalling cosmetics’

Evenswiss is the consumer arm of a group of companies from Zurich, including United Cosmeceuticals Laboratories Switzerland (UCLS) and United Technologies.

It owns more than 20 international patents, including dermatopoietin, a polypeptide which helps with skin recovery. Dermatopoietin is Evenswiss’ hero ingredient and is in every single one of its products.

Dermatopoietin works by sending a signal from the skin's surface to the skin's depth to stimulate the production of collagen and elastin, among others.

The company is continuously in R&D and recently launched the Evenswiss hair care line when its investigation revealed that dermatopoietin can help with hair growth and strengthen the hair structure. ​