Diancui

Diancui (典萃) is a Chinese skincare brand owned by Shanghai Jahwa United Co., Ltd. (SH.600315), one of China's oldest and largest domestic beauty and personal-care groups. According to the brand's official page on the Jahwa corporate website, Diancui was born in 2013 as an efficacy-oriented skincare brand. Its stated philosophy is 'scientific evidence, precision skincare' (科学实证，精准护肤), and it focuses on researching functional botanical extract ingredients alongside cutting-edge technology ingredients. The brand says it relies on multiple patented technologies and Jahwa's high-quality manufacturing to deliver skincare solutions it describes as efficient, precise and safe. Diancui's product formulation concept is expressed by the brand as a '1+1 to the power of n' formula: one '1' stands for a proven, cutting-edge technology ingredient, the other '1' stands for a precisely targeted functional botanical extract ingredient, and the 'n' power represents Jahwa's proprietary patents and advanced technologies. Through this formula the brand positions its products as offering a 'complete efficacy loop' (完整功效闭环) for skincare. As a brand within the Jahwa portfolio, Diancui sits alongside better-known sister brands such as Liushen (六神), Dr. Yu (玉泽), Herborist (佰草集), Maxam (美加净), Shuangmei (雙妹), GF (高夫), Qichu (启初), Jia'an (家安) and Tommee Tippee (汤美星). Jahwa itself traces its origins to the Hong Kong Guang Shen Hong founded in 1898, listed on the Shanghai Stock Exchange in 2001 as the first listed company in its domestic industry, and became a mixed-ownership enterprise in 2011 with Ping An Insurance (Group) Company of China as controlling shareholder. In 2025 Jahwa reported operating revenue of RMB 6.32 billion and employed more than 3,000 people worldwide. Diancui's public activity is documented through Jahwa's brand news feed. The brand has appeared at multiple editions of the China Beauty Expo (美博会), and in 2023 and 2024 it received the CBE Beauty Good Brand Award (CBE美妆好品牌大奖). In 2023 it took part in a Watsons × Shanghai Jahwa 125th anniversary super brand month campaign. More recently, brand news items reference the launch of the Diancui PDRN 'super hydro-glow' series with a first launch event in Anhui, a first KOS master class, a Minions (小黄人) co-branding campaign, and appearances at the 28th and 30th China Beauty Expo. These items indicate an active new-product and marketing pipeline centered on advanced ingredients and retail/entertainment collaborations. Diancui is distributed through its own flagship online store and promoted via official Weibo and WeChat channels, as listed on its Jahwa brand page. Its positioning is that of a mid-to-premium, science-backed functional skincare line aimed at consumers seeking targeted efficacy, rather than a mass-market basic care brand.

Diancui was launched in 2013 as an efficacy-focused skincare brand under Shanghai Jahwa United Co., Ltd., one of China's oldest domestic beauty and personal-care companies. Jahwa traces its lineage to Hong Kong Guang Shen Hong, founded in 1898, and today operates a portfolio of well-known Chinese consumer brands including Liushen, Dr. Yu, Herborist, Maxam, Shuangmei, GF, Qichu, Jia'an and Tommee Tippee. Within this portfolio Diancui was created to address growing consumer demand for functional, evidence-based skincare rather than basic moisturizing products. From its inception the brand has been positioned around a 'scientific evidence, precision skincare' philosophy. According to its official brand page, Diancui researches both functional botanical extract ingredients and frontier technology ingredients, and draws on multiple patented technologies plus Jahwa's manufacturing capabilities to deliver what it describes as efficient, precise and safe skincare solutions. The brand communicates its approach through a proprietary formulation concept it calls '1+1 to the power of n': one proven technology ingredient plus one targeted botanical extract ingredient, raised to the power of Jahwa's patents and advanced technologies, forming what the brand calls a 'complete efficacy loop.' Diancui's commercial visibility has grown through participation in China's major beauty trade events. It appeared at the 27th China Beauty Expo in 2023 and won a CBE Beauty Good Brand Award, repeating the award at the 28th China Beauty Expo in 2024. In October 2023 the brand took part in a Watsons × Shanghai Jahwa 125th anniversary super brand month campaign, tying into the parent company's heritage milestone. In May 2026 it appeared at the 30th China Beauty Expo under the theme of leading a new journey in efficacy skincare. Product and marketing activity has continued to expand. Brand news on the Jahwa site records the launch of the Diancui PDRN super hydro-glow series, with a first launch event held in Anhui and a first KOS master class, both in 2026. The brand also ran a Minions co-branding campaign in July 2026 with a sweepstakes for Universal Beijing Resort tickets, and published promotional content around face masks and holiday shopping. These activities indicate a strategy built on advanced-ingredient innovation, offline retail education and entertainment-driven collaborations. Diancui is sold through its own flagship online store and promoted via official Weibo and WeChat accounts, as listed on its Jahwa brand page. It operates within Jahwa's broader corporate strategy, which since the mid-2020s has emphasized focusing resources on core brands and potential niche tracks, strengthening brand building, expanding online channels and improving efficiency. While Diancui is not named among the group's headline billion-yuan single products, it forms part of the company's multi-brand beauty and personal-care portfolio serving Chinese consumers.

• 2026

  Diancui PDRN super hydro-glow series is launched, with a first event in Anhui and a first KOS master class.

• 2026

  Diancui runs a Minions co-branding campaign with a Universal Beijing Resort ticket sweepstakes.

• 2026

  Diancui appears at the 30th China Beauty Expo, themed around leading a new journey in efficacy skincare.

• 2024

  Diancui appears at the 28th China Beauty Expo and again wins a CBE Beauty Good Brand Award.

• 2023

  Diancui appears at the 27th China Beauty Expo and wins a CBE Beauty Good Brand Award.

• 2023

  Diancui participates in the Watsons × Shanghai Jahwa 125th anniversary super brand month campaign.

• 2013

  Diancui is launched as an efficacy-focused skincare brand under Shanghai Jahwa.

Mid-to-premium, science-backed functional skincare brand emphasizing proven technology ingredients and targeted botanical extracts.

• Diancui PDRN super hydro-glow series

  A flagship series launched in 2026, promoted as bringing salon-grade care home.

• Efficacy skincare products

  The brand's core range, built on the '1+1 to the power of n' formulation concept combining technology and botanical ingredients.

1. 1典萃 - 上海家化jahwa.com.cn
2. 2公司简介 - 上海家化联合股份有限公司jahwa.com.cn
3. 3公司新闻 - 上海家化联合股份有限公司jahwa.com.cn
4. 4视频资讯 - 上海家化联合股份有限公司jahwa.com.cn