Mistine

Better Way Group (hereinafter referred to as BWG) is a beauty industry group specializing in cosmetics business, integrating technology innovation, product development, product production, operations, and sales. It has established a global headquarters and global operations center in Shanghai and Hangzhou, as well as a Hong Kong operations center in Hong Kong, and is fully responsible for the promotion and operations of the "MISTINE" brand in China and overseas regions. BWG is backed by SAHA Group, a large Asian consumer group with strong product R&D and production capabilities. It has over 200 fast-moving consumer goods companies and factories that supply well-known enterprises such as Shiseido and Watsons.

Since its establishment, BWG has focused on the diversified development of cosmetics R&D, production, sales, and brand operations, guided by market demand and driven by technological innovation, providing Chinese consumers with high-quality cosmetics experiences. By establishing a new brand image, continuously enriching product categories, and deepening channel expansion, it has achieved remarkable results with refined, unique, and differentiated advantageous categories, precisely targeting core consumers. In addition to the well-known brand "MISTINE," BWG has also launched ROPO, a skincare brand specializing in repairing and resisting sensitive Asian skin, and the color cosmetics brand ispeak (Feimo), with rapid brand development momentum.

BWG has a professional, efficient, and collaborative employee team. Core management members are elites from well-known industry enterprises. The company's leadership possesses rich industry experience and keen market insight, with extensive experience and resources in e-commerce and brand operations, integrating a global perspective and dedicated to bringing excellent products and services to every consumer. The group places great emphasis on enhancing scientific research strength and innovation capabilities in its R&D team layout, actively investing resources, and establishing a global R&D team across China, Thailand, and Germany with rich experience and technical strength in cosmetics R&D. The Product R&D Director has over 15 years of R&D experience and has obtained more than 10 international academic paper patents and original cosmetics patents to date. In addition, BWG's R&D team collaborates with well-known domestic and international research institutions and experts to jointly carry out research projects and share the latest research results and technology development trends. This collaborative model enables BWG to stay informed of industry frontiers and maintain its leading position in the cosmetics industry.
BWG focuses on multi-channel market layout and has established an omnichannel sales model combining online and offline, covering e-commerce platforms, physical stores, social media, and other areas. The company has a broad user base on e-commerce platforms and social media, providing strong support for brand development. In addition, offline, with trendy product channels as the core, it comprehensively penetrates the mass market. As of 2023, the number of stores entered exceeds 30,000, covering over 31 provinces nationwide.

Thanks to the company's accurate grasp of market trends, continuous launch of high-quality products, and comprehensive channel market layout, BWG's market scale has achieved steady growth annually, maintaining a robust development momentum. In recent years, BWG has brought to the Chinese market sunscreen product series represented by "Little Yellow Hat," base makeup product series represented by Siam Neon Cushion, and color cosmetics product series represented by Thai Milk Coffee Lip Glaze. The sunscreen series, as a well-known category of MISTINE, has long ranked TOP1 on Tmall's imported sunscreen hot sale list, repurchase list, and positive review list.


BWG's corporate culture is full of vitality and innovative spirit, with "Simple, Open, Pursuit of Excellence" as its core positioning. BWG has launched the management trainee program "Chasing Light Plan," aiming to focus on cultivating various management reserve talents by recruiting high-potential outstanding fresh graduates, implementing customized training, and building a BWG new force with an international perspective and strategic vision. The company respects each employee's personality and value, provides a good working environment and development opportunities, cares about employees' lives and welfare, and advocates integrity, transparency, and fairness in business ethics and codes of conduct. In addition, BWG attaches great importance to social responsibility and public welfare, focusing on environmental protection, education, charity, and other fields, such as assisting in post-disaster reconstruction in Zhuozhou, Hebei, and caring for albinism patients, guarding the "Children of the Moon," contributing to society through practical actions.

BWG is committed to becoming one of the top cosmetics companies. Facing increasingly fierce market competition and a constantly changing market environment, the three keywords "Quality," "Technology," and "Innovation" have always run through the group's development. BWG firmly believes that the source of development comes from consumers, consumer satisfaction comes from product power, and using product power to build brand power is the only way for an enterprise to develop more healthily and long-term.