Bloomage clarifies headquarters relocation rumors, plans to adjust the operating locations of some brands.

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As performance pressures gradually increase, every move made by Bloomage Biotech (688363.SH) has attracted considerable market attention.

Recently, market sources reported that Bloomage Biotech intends to relocate its headquarters from Beijing to Hangzhou.

In response, Bloomage Biotech told Xinfeng that the related rumors are not true, but it is indeed adjusting the location of its brand operations.

“In order to fully leverage the brand operation ecosystem advantages in East China, some brand operation centers will be concentrated in East China in the future and merged with the existing East China operations team,” Bloomage Biotech told Xinfeng.

Many A-share beauty companies are indeed clustered in the Jiangsu, Zhejiang, and Shanghai region.

For example, Proya (603605.SH) is headquartered in Hangzhou; Fuljia (301371.SZ), registered in Harbin, has its brand operation base in Shanghai; Betaine (300957.SZ), registered in Kunming, also has its brand operation base in Shanghai.

In addition to brand operation adjustments, Bloomage Biotech has also made significant changes to its board of directors this year, with Fan Yuan and Zou Songyan—both former Vice Presidents of Business at Bloomage—failing to be reappointed.

Among them, Fan Yuan was once an important head of Bloomage Biotech’s functional skincare business.

Alongside personnel changes, Bloomage Biotech has shut down the skincare brand Runxiquan, whose revenue scale was relatively small, and increased its marketing investment in Runbaiyan.

In August this year, Runbaiyan officially announced Lay Zhang Yixing as the brand ambassador, marking its first global brand ambassador.

This could be a significant promotional expense for Bloomage Biotech, which has tightened its sales expense spending this year—the sales expenses for the first half of 2025 were 808 million yuan, down 31.44% year-on-year, accounting for 35.74% of revenue, down more than 6 percentage points year-on-year.

Whether this series of adjustments can boost Bloomage Biotech’s skincare performance remains to be seen.

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