Perfect storytelling, harsh reality: why is Aikeman (瑷科缦)'s full-course anti‑aging praised but not selling?

A promising narrative meets weak demand

Aikeman (瑷科缦) arrived in China’s beauty scene with a crisp pitch: marry medical‑grade perioperative care with daily high‑end anti‑aging and you get a full‑course, clinic‑backed skin programme. It has been reported that the three‑year‑old brand briefly hit No.2 on Tmall (天猫)’s new‑products list during 2025 Double 11, yet that peak masks a deeper problem — reported 2024 revenue of about RMB 59.9 million versus losses exceeding RMB 40 million in its early上市 phase. Praise for the storytelling is easy. Converting that story into steady, premium consumer demand has been far harder.

A two‑wheel strategy that costs more than it gains

Aikeman’s parent, Betaini (贝泰妮), invested heavily to prove the model: a proprietary active blend called Meiya Anting (美雅安缇), separate “home” (美妍) and “clinic” (专妍) lines, clinical trials and partnerships with more than 600 professional clinic chains. It has been reported that Betaini even published a randomized double‑blind paper claiming post‑procedure benefits in Health Science Reports. The price tags are ambitious — core clinic‑grade combinations can top RMB 7,000 — yet Aikeman’s live‑stream promotions have repeatedly slashed prices down to a fraction of the list, undermining the high‑end positioning the brand tried to buy with heavy R&D and channel investment.

Market realities: education, pricing and competition

The broader market complicates the bet. China’s medical‑aesthetics sector grew rapidly over the past decade and is now mature: penetration and repeat purchase habits are well established, and consumers are more sceptical of high‑price claims. Brands that rode the first wave of medical‑grade education, such as Shuerjia (敷尔佳), enjoyed easier adoption; today the bar is higher. At the same time, mid‑price challengers and slowing growth among some international premium houses mean consumers are more value‑sensitive than before. Clinic staff interviews and on‑the‑ground checks reportedly show low awareness of Aikeman’s perioperative concept, so the costly consumer education the brand needs has not been paid back in sales.

Choices ahead: focus or fragment?

Aikeman faces a strategic fork. Continue to burn cash to prove a full‑cycle, hybrid clinic‑to‑home model — and risk diluting brand premium through discount channels — or narrow the playbook: specialize as a clinic post‑op expert with deep clinical adoption, or reposition as a pure‑play, evidence‑led home anti‑aging label with consistent retail pricing. Which route will win in China’s crowded, increasingly savvy beauty market? The answer will decide whether the brand’s polished narrative becomes a sustainable business or a cautionary case in premium positioning gone wrong.