Mistine — a Thai cosmetics brand under Better Way (Thailand) Co Ltd — inaugurated its China research and development center in Shanghai's Minhang district on May 22.

The opening marked a significant step in the brand's global research layout, adding an international beauty innovation engine to Shanghai.

Against the backdrop of the 50th anniversary of Sino-Thai diplomatic relations, the establishment of the R&D center is believed to serve as a vivid testament to the mutually beneficial cooperation and innovation between China and Thailand, acting as a crucial bridge for trade-friendly relations.

Since Mistine entered the Chinese market in 2016, the brand has seized the opportunity in sun protection products, rapidly expanding its reach.

From 2021 onwards, Mistine has ranked as the top seller in China's sun protection skincare market for four consecutive years — according to US business consultancy Frost & Sullivan — with products available through both online and offline channels, selling well in over 20 countries worldwide.

Mistine China Director Zhuang Baoxia said China has become a pivotal engine for global sci-tech innovation — Mistine will capitalize on the development opportunities in Sino-Thai trade relations — ensuring that more "developed in China" achievements cater to global consumers.

The inauguration of the R&D center is viewed as reflecting Mistine's commitment to deepening its presence in the Chinese market and understanding the sophisticated demands of local customers.

Zhuang noted that by leveraging the top research capabilities of the Shanghai-based R&D center, the brand plans to innovate continuously — delivering high-quality, high-value beauty products to consumers worldwide.

Zhuang emphasized that Minhang's strategic location was a key consideration for Mistine to choose the district for its China R&D center.

Situated at the southwest gateway to Shanghai and being a key part of the Hongqiao International Open Hub, Minhang has the core location advantage of the Yangtze River Delta integration — providing efficient logistics networks and a broad market reach for businesses.

Moreover, Minhang has cultivated a comprehensive industrial ecosystem.

"Minhang has established a complete industry chain for cosmetics research, production and testing, gathering leading beauty industry companies — like Cosmax (based in the Republic of Korea) and Intercos, (headquartered in Italy) — as well as internationally renowned testing institutions,” Zhuang said.

“This leading international industry-academia-research cluster greatly enhances our innovation efficiency," she added.

According to Zhuang, the brand will leverage Minhang's high-quality industry cluster to provide continuous industry-academia-research support for product innovation.

Following the establishment of the R&D center, the brand is said to be ready to extend its cooperation with Minhang's Meilong town.

To date, Meilong has swiftly assembled a specialized service team to engage with enterprises, provide foreign affairs services and efficiently advance work based on the actual needs of companies.

Moving forward, Minhang plans to integrate its resources for the optimization of its business environment.

Moreover, it will focus on key areas — including policy support, government-enterprise collaboration, innovation incubation and the precise matching of resources.

That's in order to build a comprehensive and refined service system and to drive the beauty industry on to become a new growth engine for the regional economy.

Source: Minhang district government