Chinese skincare brands are seeking to rejuvenate themselves by appealing to younger shoppers, with a heavy focus on putting traditional Chinese medicine in their manufacture. [Photo by Nan Shan and Wang Jingsheng/For China Daily]

Wu Muyu, marketing manager for Yuan Soap, says those who buy it are highly positive about TCM, especially the use of wormwood, a common herb that people use in their daily lives. Yuan Soap now has 19 stores and an online shop on Tmall.

These new brands are also very good at marketing themselves in new, flexible ways.

By the end of last year, more than 3,000 brands had opened stores on Tmall. The skincare industry is enjoying great success online, the Alibaba and CBN report said.

Sixiang, a skin care brand using Chinese soapberry, was launched last year, and with promotions on WeChat and Taobao it has built a solid base of buyers, especially among those in their 40s who firmly believe in the benefits of TCM.

It is not just the beauty brands that are warming up to the idea of TCM. The huge potential in the beauty and personal care market in China has also attracted many TCM companies.

Yunnan Baiyao, a well-known Chinese medical company, has produced hemostasis toothpaste based on what it says is a secret recipe. Tongrentang, another acclaimed TCM brand, has launched its own cosmetic line, and Mayinglong has developed an eye cream based on its own herbal recipe.