Founded in March 2021, Dong Fang Extreme Essence is an up-and-coming brand with the concept of "focusing on providing Oriental women with pleasant and efficient anti-hair loss and hair regrowth solutions". Rooted in traditional Chinese culture, Dong Fang Extreme Essence's brand vision is to deliver oriental lifestyle aesthetics globally, provide efficient anti-hair loss and hair growth solutions, improve and solve the problems of hair loss and hair growth for oriental women, and create a pleasurable user experience.

According to the introduction, Ms. Ge Lidan Winny, founder, and CEO of Dongfang Extreme Essence, was in charge of mother and baby, men's grooming, small household appliances, and color cosmetics categories at P&G; she joined Tmall in 2017, and was responsible for Tmall beauty, personal care, home environment cleaning and other industries, and empowered more than 30 emerging brands to grow more than 100 million dollars. 2020, Winny entered the field of brand private domain marketing and coached nearly 200 brands to private domain In 2020, Winny entered the field of brand private marketing, coached nearly 200 brands to grow, and empowered more than 8,000 stores to operate private domains, accumulating rich experience in brand marketing management and private domain operation. Mr. Ye Jian, co-founder and general manager of Dongfang Extreme Essence, has 10 years of e-commerce operation experience, focusing on the creation of small and beautiful brands at home and abroad, and has led the Braun brand to achieve a breakthrough in the annual sales of flagship stores from 0 to 250 million when he worked at P&G.

Relevant reports from the National Health Commission show that more than 250 million people are suffering from hair loss in China, and the number of women suffering from hair loss has increased significantly, accounting for more than 30% of the population. Research shows that male hair loss mainly comes from male baldness, while female hair loss is mainly due to the overexpression of the FGF-5 gene. More than 95% of anti-hair loss products on the market today are developed for men. Women need to inhibit the FGF-5 gene efficiently to effectively solve the problem of hair loss prevention and development. Dong Fang Extreme Essence's scientific research team includes more than 30 scientists in chemistry, medicine, biology, and environmental science. After 10 years of in-depth research and development, we have finally found a solution for anti-hair loss and hair growth based on gene technology.

Compared with traditional hair loss products, Oriental Extreme Essence breaks through the high-tech barriers of Chinese herbs and uses oriental herbs as the main ingredients to guard the health of the scalp follicles of oriental women. In the production process, supercritical CO2 cold extraction technology as a base, combined with macroporous resin - positive silica gel - reversed-phase column chromatography of three separation techniques, and ultimately realize the core components of the plant extract to 99.5%, excluding toxic substances, "truly anti-hair loss products efficient, refreshing, 0 allergenic, 0 sticky".

After this strategic investment, combining Dongfang Jiecui's advantages of innovative scientific research and user insights in the field of women's hair loss prevention and hair care, as well as BRANDMAX advantages of nationwide network coverage and digital retailing model in a variety of online sales channels, the two parties will cooperate in exploring the ecological closed-loop of "touchpoints-content-community-consumption-data" and continue to enhance the value of the brand and bring the integration of sales conversion. The two companies will work together to explore the ecological closed loop of "touchpoints-content-community-consumption-data", which will continuously enhance brand value and bring about sales conversion.

 "The traditional private domain operation mainly focuses on the increase of sales, this time Dongfang Extreme Essence will apply the private domain marketing to the user co-creation and brand building of the brand from 0-1, which is the first attempt in the industry," Winny said, "Combining the sales conversion and brand building more efficiently is the important topic that we and BRANDMAX will together to face and solve the important issues."