Why Bloomage Biotechnology Has Good Reason to Be Worried

As this year’s 618 shopping festival unfolds, the most buzzworthy topic in China’s beauty industry isn’t the shifting rankings of top-selling brands. Instead, conversations are dominated by a few recurring keywords: Bloomage Biotechnology, hyaluronic acid, Giant Biogene, and collagen—and the avalanche of headlines that string them together.

For the first time in two years, Bloomage has returned to the center of attention during 618—but not because of any blockbuster performance. In fact, none of its brands even cracked the Top 20 in Tmall’s beauty pre-sale charts. The spotlight came instead from a lengthy article the company published itself, one that sparked debate and revealed just how anxious the once-dominant firm has become.

Published late on May 17 on its official WeChat account, the piece—titled “概念总在重演，科技永远向前Concepts Repeat, But Technology Moves Forward”—spanned over 5,000 words. It set out to reintroduce hyaluronic acid to the public, refute claims that the ingredient is “outdated,” and indirectly push back against what Bloomage sees as the capital market’s increasingly unfair treatment.

Many interpreted it as a jab at the rise of collagen and its competitors. But a closer read suggests that the article wasn’t about firing shots—it was about venting frustration. After all, collagen is Bloomage’s next big bet after hyaluronic acid. Despite expressing doubts about the ingredient’s hype, the company has doubled down on it: investing in tech, launching new products, acquiring a major collagen player, and developing new brands centered on the protein.

To its credit, the article offered real science from real researchers—a rarity in today’s beauty market, which is often dominated by buzzwords and quick-fix promises. But with its references to securities reports and not-so-subtle phrasing, the piece still came across as a veiled attack. And that only served to highlight the real issue: Bloomage is nervous.<