On May 12, 2025, the China Beauty Expo (CBE) opened as scheduled at the Shanghai New International Expo Center. As an ODM enterprise specializing in full-chain CDMO services for color cosmetics, Marshmallow debuted the French Foundation Master series at CBE—co-developed with the Paris Joint Innovation Laboratory in collaboration with France's YOURGNEWS Laboratory. Making its first appearance in the Chinese market, the series features a natural index of over 90% across all products and is committed to promoting the use of more naturally derived ingredients in makeup, offering brands green and efficient finished product solutions.

French Collaboration Debuts in China, Responding to the Real Demands of Clean Makeup

In recent years, “green and natural” has become a prominent trend in China’s color cosmetics industry. However, transforming high-natural-origin and safe ingredients into expressive, high-performing finished products remains a significant challenge. At this year’s CBE, Marshmallow and France’s YOURGNEWS Laboratory jointly presented the French Foundation Master series, developed under the Paris Joint Innovation Laboratory, for the first time in the Chinese market. The series not only addresses consumers’ growing concerns about ingredient origin, but also provides brands with practical and effective formulation solutions.

RICHARD GIROUSSE, founder of YOURGNEWS Laboratory, stated: “I’m pleased that our Sino-French co-development has made it possible to translate the concept of purity and naturalness into real products. We’re not just simplifying formulas—we’re striving for a balance of texture, stability, and performance, offering more options to our customers in China.”

Focusing on Segment-Specific Makeup Needs and Expanding ODM Service Capabilities

During the exhibition, Marshmallow also showcased a diverse range of finished color cosmetics, spanning primers, lip glosses, blushes, contouring products, sunscreens, and more. Paired with various packaging formats, these offerings presented rich possibilities in color expression and manufacturing techniques.

Among them, the newly launched 3D Compact Powder Series stood out with its ultra-fine powder technology, delivering an airy, soft-matte finish with a featherlight feel. The series features intelligent directional surface treatment to enhance smoothness and skin affinity, effectively overcoming the traditional heaviness of pressed powders. A low-temperature active-locking process ensures the stable integration of pigments and active ingredients for long-lasting care, while a three-dimensional shaping process brings visually striking sculpted aesthetics. This marks another breakthrough for Marshmallow in both formulation and product form innovation.

Through international R&D collaboration, localized technical advancement, and novel product formats, Marshmallow further demonstrated its forward-looking approach to product development and customer service at this year’s CBE. In the awards program jointly initiated by the China Beauty Expo (CBE) and CBE SUPPLY, Marshmallow was honored as an “Outstanding Supplier” at the 29th edition of the Expo. This recognition affirms Marshmallow’s capabilities and strengthens its confidence to continue moving forward.

Looking ahead, Marshmallow will deepen global R&D cooperation, align closely with market needs, and steadily advance innovation and upgrades in color cosmetics formulations and manufacturing. The goal is to provide brand clients with more professional, diversified, and customized ODM services.

Visit us at Booth WVIP9 to try out new textures, exchange ideas on makeup innovation, and explore more possibilities with Marshmallow.