From March 18 to 20, 2026 China International Exhibition for Cosmetics, Personal & Home Care Ingredients (PCHi) grandly kicked off at Hangzhou International Expo Center. As the first major global industry event for personal care and beauty ingredients this year, this exhibition was held in Hangzhou for the first time. It gathered more than 860 premium exhibitors from 26 countries and regions around the world, integrating new product launches, technical docking, academic exchanges and business cooperation. It serves as a core bellwether leading the innovative upgrading of the cosmetics industry and promoting interconnection across the global beauty sector.
At this grand industry event, EWISH made a stunning appearance with a professional booth to build a bridge for industry communication. In addition, EWISH exclusively hosted the special forum Evidence-Based Science: A New Paradigm for Cosmetic Efficacy Evaluation, gathering industry wisdom to explore new development paths. The booth was always packed with visitors. Industry peers stopped by for consultations and in-depth business negotiations, creating a warm and lively atmosphere. It fully demonstrates EWISH's benchmark influence in the field of cosmetic efficacy evaluation.
On-site Photos
Currently, the cosmetics industry is marching into a new stage of compliance, scientization and evidence-based development. The scientificity, rigor and traceability of efficacy claims have become the core proposition for the high-quality development of the industry. Accurately grasping industry pain points and development trends, EWISH exclusively organized the special forum, which was officially launched on the afternoon of March 18. The venue was fully seated with a high turnout. All participating guests listened carefully and interacted actively, showing extremely high industry attention.
Photos of the Forum
The forum was hosted by Professor Zhao Hua, Director of Beijing Daily Chemical Association and faculty of the Department of Cosmetic Science, Beijing Technology and Business University. A number of top authoritative industry guests were invited to deliver wonderful speeches. The content covered technological innovation, practical application and future trends in an all-round way. Filled with professional insights and valuable content, the forum provided meaningful academic references and practical guidance for the whole industry.
Professor Zhao Hua from Beijing Technology and Business University Hosting the Opening Session
Professor Liu Wei, Former President of Dermatology Hospital of Air Force General Hospital, delivered a speech themed Biological Effects of Blue Light on Skin and Relevant Efficacy Evaluation Methods. Centering on the hazards of blue light to skin and standardized evaluation methods for blue light protection efficacy, he pointed out that high-energy blue light causes multiple damages to the skin: it stimulates melanin production and induces pigmentation, impairs skin barrier function and accelerates skin aging. He also conducted special analysis targeting the skin characteristics of Chinese people.
On this basis, he developed blue light protection efficacy evaluation methods suitable for Chinese population, and defined Blue Light Protection Factor (BPF) as the core evaluation indicator. Meanwhile, he led the formulation and release of the group standard Evaluation Specification for Human Skin Blue Light Protection Efficacy. This standard unifies industrial testing rules and criteria for efficacy claims, fills the gap in standardized evaluation of blue light protection cosmetics in China, and provides authoritative technical support for the compliant development of the industry.
Professor Liu Wei, Former President of Dermatology Hospital of Air Force General Hospital
Liu Xiaofan, Efficacy Assessment Expert of PROYA COSMETICS CO., LTD., shared a speech entitled From Mechanism to Real World: Building a Systematic Efficacy Evaluation System for Cosmetics. She presented a full-chain systematic efficacy evaluation system, breaking the limitations of traditional single superficial observation. Starting from cutting-edge mechanism research, mechanism verification and human empirical testing, it extends to closed-loop efficacy verification in real scenarios.
Relying on the collaboration of industry, academia, research institutions and medical sectors to consolidate scientific evidence, the system connects scientific research with product launch, and transforms laboratory data into real benefits for consumers. It provides replicable practical experience for the industry to build a rigorous and compliant evidence-based efficacy evaluation system.
Liu Xiaofan, Efficacy Assessment Expert of PROYA COSMETICS CO., LTD.
Liu Qi, Deputy Director of Cosmetic Efficacy Evaluation and Testing Center (Beijing), China National Light Industry Council, delivered a speech themed Perceivable Effects & Pleasant Experience: The Upgrading of Efficacy Evaluation. His speech fully displayed the technical strength of EWISH, the only officially authorized Cosmetic Efficacy Evaluation and Testing Center of China National Light Industry Council.
On the one hand, EWISH has upgraded efficacy evaluation methods. AI vision technology realizes accurate quantification of dynamic wrinkles and skin age, and HapSense sensors complete objective analysis of skin feel, turning abstract sensory experience into quantifiable data. On the other hand, EWISH has built a multi-dimensional evaluation system. Ecological laboratories are constructed to simulate various real environments for real-world research. The company has also made layout in emotional skincare evaluation and adopted multi-modal physiological monitoring technologies.It has formed a complete evaluation loop combining objective efficacy verification and subjective pleasant user experience, redefining the new paradigm for cosmetic efficacy evaluation, and providing more scientific and demand-oriented testing services and technical support for the industry.
Liu Qi, Deputy Director of Cosmetic Efficacy Evaluation and Testing Center (Beijing), China National Light Industry Council
Liu Jianwei, Manager of Product Development & Clinical Research, Amway (China) R&D Center, gave a speech titled Research on Facial Rejuvenation of Chinese Women Based on Multi-source Information Fusion: Construction and Application of Facial Sagging Index Model. Focusing on the facial rejuvenation demands of Chinese women, she innovatively built the localized Facial Sagging Index (FSLI) model based on multi-source information fusion.
Integrating expert assessment, consumer perception and multi-dimensional non-invasive physiological data, the model realizes accurate quantification of facial sagging conditions. Efficacy verification has also been completed via internal conditioning and external skincare solutions. It opens up a new scientific path for the efficacy evaluation of anti-aging cosmetics that conforms to consumers' real feelings.
Liu Jianwei, Manager of Product Development & Clinical Research, Amway (China) R&D Center
Shi Yi, Clinical & Efficacy R&D Manager, The Estée Lauder Companies Inc., delivered a speech on Comprehensive Analysis of Age-related Skin Tone Changes among Chinese Women. Based on massive sample data of Chinese women's skin tone, she established a multi-dimensional skin tone evaluation framework, and systematically analyzed the changing rules, regional differences and core driving factors of Chinese women's skin tone with age.
She clarified key aging characteristics: pigmentation tends to worsen after the age of 30, while skin transparency declines and dullness aggravates from the age of 40. With machine learning modeling, core influencing indicators were identified, and an elaborate skin tone classification system was established. The research results provide localized and evidence-based references for cosmetic efficacy evaluation, targeted skincare R&D and personalized skin tone management, and help the industry realize the upgrading of precise skincare and efficacy verification.
Shi Yi, Clinical & Efficacy R&D Manager, The Estée Lauder Companies Inc.
Wu Yue, Deputy Director of the Department of Cosmetic Science, School of Light Industry Science and Engineering, Beijing Technology and Business University, shared a speech entitled Reinventing Skin Status and Cosmetic Efficacy Evaluation: A New Multi-modal Intelligent Paradigm Powered by Computer Vision. Focusing on empowering cosmetic efficacy evaluation with computer vision technology and adhering to the core of evidence-based new paradigm, she proposed to build an intelligent evaluation system with multi-modality, dynamism and interpretability.
Supported by a massive native skin database, the system integrates macroscopic images, microscopic structures and multi-dimensional physiological data to connect skin appearance with internal mechanisms. AI algorithms achieve accurate quantification of skin age, dynamic wrinkles, skin texture and other indicators. Meanwhile, explainable AI technology breaks the "black box" limitations of traditional models. It provides a more scientific, accurate and transparent technical path for cosmetic efficacy evaluation, and drives the industry to transform from traditional testing to a brand-new stage of intelligence and scientization.
Wu Yue, Deputy Director of the Department of Cosmetic Science, School of Light Industry Science and Engineering, Beijing Technology and Business University
EWISH's participation in PCHi 2026 is a full display of its technical strength, service capability and industry status. It is also an important opportunity for the company to deepen industry exchanges and promote collaborative industrial development.
As the only officially authorized Cosmetic Efficacy Evaluation and Testing Center of China National Light Industry Council, EWISH always adheres to the core philosophy: Innovate Evaluation, Pursue Excellence in Quality. We will continue to delve into the core field of cosmetic efficacy evaluation and testing, continuously iterate innovative technologies and optimize the full-process service system. Upholding compliance principles and scientific rigor, EWISH will keep building a communication platform for the integration of industry, academia, research and medical sectors, help solve industrial development difficulties, and drive the standardized upgrading of the entire cosmetic efficacy evaluation field.
