Whitening remains a major skincare category in China, but local brand Herborist is shifting the focus from simply lightening the skin towards creating a more translucent and radiant complexion by combining traditional herbal formulas with Chinese culture.

Traditional herbal knowledge as a brand asset, not decoration

Herborist’s “New Seven-White” range draws inspiration from the traditional beauty formula “Seven-White Paste,” made with seven herbs whose Chinese names contain the character for “white.” This strengthens the product’s efficacy story while turning traditional herbal knowledge into a cultural asset that differentiates Herborist from international beauty brands.

Decoding the strategy: how the brand redefines whitening

1. From “whiter” to “brighter” —The focus shifts beyond simply lightening the skin. Instead, it promotes a softer, healthier and more luminous complexion.

2.Turning herbs into visual language — Natural imagery highlights the product’s botanical ingredients. It also gives the skincare story a distinctly Chinese cultural identity.

3.Building product value through culture —Art exhibitions extend the product beyond its functional benefits. They place it within a broader Chinese aesthetic narrative.

The key takeaway for brands

By connecting meaningfully the whitening skincare needs with traditional culture across product efficacy, visual identity and offline experiences, Herborist shows that cultural elements become powerful brand narratives.

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