Longrich
Chinese multinational personal-care, health-products, and consumer-goods company known for snake-oil products and direct selling.
Last updated October 12, 2026
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Overview
Longrich, also known as Longrich Bio-technology, is a Chinese multinational consumer-products company whose activities span personal care, cosmetics, health products, organic food, nutritional supplements, home care, and pet care. The company is associated particularly with snake-based products, including snake oil ointment, a category that helped establish its early identity in the Chinese market. It subsequently expanded into cosmetics manufacturing and a broader portfolio of branded consumer goods. The company was founded in 1986 by Xu Zhiwei. Its early business focused on producing and selling a variety of snake products to consumers in China and other countries. Following growth in that area, Longrich moved into cosmetics production. According to the available reference material, the company became an influential participant in China's cosmetics industry from the 1990s onward. In addition to selling products under its own brand, Longrich has operated as an original equipment manufacturer and original design manufacturer for established multinational brands, giving it manufacturing and product-development roles beyond consumer-facing retail. Longrich's manufacturing and research operations are organized through corporate divisions in different regions. Its principal manufacturing facility is located at the Bio-Industrial Park in Jiangsu province. The industrial park is described as covering more than 2,000 mu, or approximately 500 acres. The company has also maintained research and development centers in the United States, Japan, France, and other locations. A manufacturing plant was reported as under construction in the Lekki Free Trade Zone of Lagos, Nigeria, reflecting the company's stated international expansion ambitions. The brand's commercial model includes multi-level marketing and direct selling. Distributors may earn through direct retail sales and through commissions associated with wholesale purchases made by people recruited into their distribution networks. The reference description also states that distributors may need to purchase starter kits or meet pro-rata purchasing requirements, independently or as part of a team, to qualify for particular compensation arrangements. Affiliated companies and distributors operate in more than 50 countries and territories, while products may also be sold through retail outlets. Longrich operates under the holding company Jowell Global. The available material does not establish a separately reported public listing, current executive roster, revenue figures, or an official website URL for the brand. Its documented identity is therefore best understood as an active Chinese consumer-products and direct-selling brand with manufacturing, OEM/ODM, research, and international distribution activities.
History
Longrich was established in 1986 by Xu Zhiwei. Its initial business was based on producing and selling a range of snake products for consumers in China and overseas markets. This origin remains important to the brand's identity because snake-derived products, particularly snake oil ointment, became among its best-known offerings. After achieving growth in its original product area, Longrich expanded into cosmetics manufacturing. The company is described as having become an influential participant in the Chinese cosmetics industry from the 1990s. Its development was not limited to selling finished goods under its own name: Longrich also worked as an OEM and ODM manufacturer for established multinational brands. These activities positioned the company as both a consumer brand and a contract manufacturer with product-development capabilities. Longrich developed a large manufacturing base at the Bio-Industrial Park in Jiangsu province. The available description gives the site an area of more than 2,000 mu, approximately 500 acres, and identifies it as the company's main manufacturing plant. The company also established research and development centers in the United States, Japan, France, and other locations. This international research footprint accompanied a widening product range that came to include cosmetics, personal care, health products, organic food, nutritional supplements, home care, and pet care. The company later pursued broader international manufacturing and distribution. A plant was reported as under construction in the Lekki Free Trade Zone of Lagos, Nigeria. Longrich's affiliated companies and distributors operate in more than 50 countries and territories, although the available source does not provide a complete market-by-market breakdown or a chronology for individual country launches. Distribution has included a multi-level marketing and direct-selling structure. Under this model, distributors can sell products directly to end users and may receive commissions connected with wholesale purchases made by people recruited into their networks. The reference material states that distributors may be required to purchase starter kits at varying rates, independently or as a team, and that retail-store sales can also form part of the compensation structure. This model has been central to Longrich's international expansion, distinguishing the company from a conventional cosmetics manufacturer relying only on retail distribution. Longrich currently operates under the holding company Jowell Global. The sources supplied for this dossier do not document a complete current management team, audited financial history, public ticker, or a verified official website address. They also do not provide enough information to establish detailed dates for individual product launches, marketing campaigns, acquisitions, or corporate restructurings. The documented historical arc is therefore one of expansion from snake products into cosmetics, then into a diversified consumer-products portfolio supported by manufacturing, OEM/ODM services, international research, and direct selling.
- 1990
Expansion into cosmetics manufacturing
[1]After growing its original snake-products business, Longrich expanded into cosmetics production. The available source places its increasing influence in China's cosmetics industry from the 1990s onward.
- 1986
Longrich is founded
[1]Xu Zhiwei founded the company, which initially produced and sold a variety of snake products to consumers in China and other countries.
Development of the Jiangsu Bio-Industrial Park manufacturing base
[1]Longrich developed its main manufacturing plant at the Bio-Industrial Park in Jiangsu province, a site described as covering more than 2,000 mu, or about 500 acres.
International research and manufacturing expansion
[1]The company established research and development centers in the United States, Japan, France, and other locations, and reported construction of a manufacturing plant in Nigeria's Lekki Free Trade Zone.
Products and positioning
Mass-market consumer products combining personal care, health and wellness, traditional snake-derived product associations, and direct-selling distribution.
Personal care and topical product
Snake oil ointment
Snake oil ointment is the product most directly associated with Longrich's early identity and public recognition in China. It reflects the company's origins in producing a wider range of snake products before its later move into cosmetics and diversified consumer goods. The supplied sources identify the ointment as a well-known offering but do not provide a verified formulation, launch date, medical indication, or current product specification.
Beauty and personal care · 1990
Skincare and cosmetics
Longrich expanded into cosmetics manufacturing after its early snake-products business and became an influential participant in China's cosmetics industry from the 1990s, according to the reference material. The category forms part of the company's consumer-facing portfolio and also connects with its OEM and ODM manufacturing work for established multinational brands. Specific product families, formulations, and launch dates are not documented in the supplied sources.
Health and wellness
Health products and nutritional supplements
Longrich sells health products and nutritional supplements as part of a portfolio that extends beyond cosmetics and personal care. The available material does not identify individual supplement names, ingredients, clinical claims, or launch dates. These products are distributed through the company's broader consumer and direct-selling channels.
Food and nutrition
Organic food
Organic food is included among the product categories associated with Longrich. The supplied reference does not specify the product range, certification systems, geographic availability, or individual brands used within this category.
Household care
Home-care products
Longrich's business scope includes home-care products, extending its consumer offering into household use. No detailed product list, launch chronology, or market-specific assortment is provided by the available sources.
Pet care
Pet-care products
Pet care is another category identified within Longrich's diversified product portfolio. The reference material does not provide names, specifications, or distribution details for individual pet-care products.
Controversies
Brand decisions
- Adoption and expansion of a multi-level marketing modelStrategy
Background
Longrich's international distribution has included direct selling and multi-level marketing rather than relying solely on conventional retail. The model supports sales to end users while linking distributor compensation to qualifying purchases and recruited networks.
Action taken
The company and affiliated distributors used a structure in which distributors could sell products directly, receive commissions associated with wholesale purchases by recruited participants, and in some circumstances sell through retail outlets. The reference material also describes starter-kit and pro-rata purchasing requirements for qualification.
Aftermath
The model became an important part of Longrich's expansion, with affiliated companies and distributors reported in more than 50 countries and territories. The supplied sources do not provide financial results or a dated assessment of its later performance.
- Diversification beyond snake products and cosmeticsStrategy
Background
Longrich broadened its business after its early focus on snake products and later cosmetics manufacturing.
Action taken
The company developed offerings across health products, organic food, nutritional supplements, beauty, home care, and pet care, while retaining manufacturing and OEM/ODM activities.
Aftermath
Longrich became a diversified consumer-products company operating through manufacturing, research, branded products, and international distribution.
Sources4 sources
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