New Zealand's high-end skincare brand BeauEver has made its debut at the China International Import Expo (CIIE) as it aims to expand in China's fast-growing beauty market.

The company said that it plans to invest over 100 million yuan ($14 million) over the next three years to expand research into plant-based cell therapy and to open research labs in Shanghai and Hangzhou, Zhejiang province.

The company has unveiled five new products and signed research partnerships with two global laboratories at the ongoing Shanghai expo, presenting what it calls a "holographic anti-aging theory", developed from cross-disciplinary studies in anatomy, biology and medicine.
Judith Fiedler, chair of BeauEver's scientific committee and former R&D director at La Prairie, said: "Good anti-aging isn't a single-point battle, but a holistic synergy of structure, process and rhythm."

Fiedler cited third-party lab results showing that formulations guided by the new theory increased type IV collagen levels by over 80 percent inside two weeks.

The company has gained regulatory approval to sell products in China that have been developed without animal testing — a key hurdle for imported skincare — and intends to launch its new products on Tmall Global and JD Worldwide following the expo.

To date, the New Zealand firm has established research and manufacturing operations in six countries – Australia, China, Japan, New Zealand, South Korea and Switzerland.

The company says this network will support the rollout of its products in China through general trade channels by the end of this year.