The Challenge
In 2018, Subtle Energies, an Australian natural skincare brand founded in 1993, faced a formidable challenge: entering the Chinese market without compromising their unwavering commitment to cruelty-free practices. At the time, China mandated animal testing for all imported cosmetics, presenting an ethical dilemma for brands dedicated to cruelty-free principles.
Our Innovative Approach
Knudsen&CRC Team rose to this challenge by developing a comprehensive, multi-faceted strategy that went far beyond mere compliance:
- Strategic Local Manufacturing: We identified, inspected, and audited local manufacturing partners, implementing a groundbreaking approach to bypass import-related animal testing requirements.
- Rigorous Quality Control: Our team provided meticulous supervision of local production, ensuring that every product met Subtle Energies’ exacting standards for quality and safety.
- Regulatory Navigation: We leveraged our expertise to navigate the evolving Chinese cosmetics regulations, enabling a risk-free, cruelty-free market entry.
- Product Optimization: Our team screened and identified products that potentially required reformulation to comply with Chinese regulations, ensuring the brand’s unique identity was preserved while meeting local standards.
- Compliant Marketing: We developed China-compliant labeling and claims, maintaining the essence of Subtle Energies’ brand messaging within the regulatory framework.
- Comprehensive Local Representation: As their responsible agent, we provided a full range of services, including NMPA product filing and distribution support.
Key Innovations
- Leveraged regulatory changes to pioneer cruelty-free market entry
- Implemented a local manufacturing strategy to maintain cruelty-free status
- Developed a meticulous compliance process balancing brand identity with Chinese regulations
Remarkable Results
Within just 6 months from project initiation:
- Subtle Energies’ products were successfully manufactured locally
- All products achieved NMPA approval
- The brand launched in prestigious locations including Shanghai and Beijing Peninsula Hotels, and Mandarin Oriental Hotel
Long-term Impact
- Established a strong foothold in the Chinese market as one of the first Western cruelty-free brands
- Ongoing partnership ensuring continued compliance and successful product launches
- Paved the way for expansion of Subtle Energies’ product portfolio in China
Client Testimonial
“We are truly honoured to have been part of the Leaping Bunny program since our early days as a brand, the landmark pilot project for brands not tested on animals in China. Would not have been possible without the strong regulatory and business support of the team from Knudsen&CRC, providing a pathway for us to offer our family’s work in luxury natural skincare and wellness to China with the crucial assurance that we are not exposed to animal testing either before or after we hit the market.
China does require investment, both time and financial, and it requires a strong local partner especially in regulatory affairs. Which is why we are grateful for the partnership we have with Knudsen&CRC who continue to support us through the landscape of being present and being present well in China”.
– Nick Irani, Director of Operations and Brand Development
Key Learnings
- Effective collaboration between clients and regulatory teams is crucial for success in complex markets.
- Creative approaches are essential to navigate the intricacies of global regulatory frameworks.
- Balancing compliance with local regulations while preserving brand identity is key to successful market entry.
At Knudsen&CRC Team, we do not just solve compliance challenges – we transform them into opportunities for growth and market leadership. Our work with Subtle Energies demonstrates our commitment to going beyond compliance, working side by side with our clients to deliver successful outcomes in highly regulated industries. By leveraging our diverse expertise spanning compliance, marketing, quality control, and local knowledge, we turn complex challenges into pathways for global expansion and ethical market leadership.