Ms. Baoxia Zhuang is currently the Chairman of Better Way Group and the General Manager of Better Way (Asia) Ltd. Better Way Group is mainly engaged in the research and development, production and sales of cosmetics. It has a Sino-Thai joint venture brand MISTINE, as well as its own brands such as ROPO and ispeak. According to the business attributes of the Group, there are several companies such as Better Way (Asia) Limited, Better Way (Shenzhen) Cosmetics Limited and Shanghai Mistine Marketing Services Limited. Currently, BWG has more 700 employees located in Hong Kong, Shenzhen, Shanghai, Hangzhou, Vietnam and Indonesia. The Group is committed to providing professional and safe products to our female users. We have 3 major R&D Lab around the world, which are located in Shanghai, China, Bangkok, Thailand and Hamburg, Germany.

MISTINE has been introduced into China since 2016, and opened its flagship store on Tmall Global.  In 2017, it has successively entered into mainstream e-commerce platforms and expanded into supermarket and CS channels, and its double-eleven (all channels) sales exceeded the previous year’s sales by 8 times.  In 2018, MISTINE Wing’s Powder and 4D Super model Mascara were awarded the Best Base/Eye Makeup Product Award by the China MeiYi TOP List.  In 2019, the company had deepened its product R&D layout, foundation formula upgrade; MISTINE won the Tmall Golden Makeup Award, Golden Mai Award in the quality category, China Beauty Brand Footprint Leap Brand and Top 10 Preferred Brands by Consumers, etc.  In 2020, the company had jointly organized the online fashion week with ELLE, leading the new trend of Thai makeup and winning many awards. In 2021, MISTINE sunscreen ranked top, cut into the new skin care segment, brand image was also being re-upgraded.  MISTINE has become the new leading Chinese and Thai people’s beauty brand.  Its Little Yellow Cap sunscreen has been the No. 1 Top seller in China for 4 consecutive years (2021-2024).

In 2021, Better Way Group started to lay out its own brands. Its efficacy skincare brand ROPO, the series of lip care products launched by Better Way Group had gained popularity among consumers upon its launch, and its new make-up brand i speak has also been launched, and Better Way Group is moving towards the direction of multi-brand development.

The company, under the leadership of Ms. Baoxia Zhuang, started from 0 and introduced MISTINE into China to deliver the beauty of tropical youthful energy to Chinese consumers. At the same time, she led the team to develop many innovative products suitable for Chinese consumers, such as sunscreen and air cushion foundation, according to Chinese consumer habits.

With more than 20 years of experience in the beauty industry, Ms. Baoxia Zhuang has great passion and keen insight into the cosmetics industry. She upholds the principles of honesty and mutual benefit, and has won the trust of customers and the love of employees.