What happened On April 2, Chinese body care brand Bathfeel publicly accused German skincare label Frei Öl of copying its AHA body oil spray, escalating a rare cross-border dispute over originality in the fast-growing body care segment. In a statement posted on Chinese social platforms, Bathfeel said an unnamed international brand had replicated its 2023 product across five dimensions: formula color, oil-water ratio, packaging, scent profile, and spray format. While the company stopped short of directly naming Frei Öl, it pointed to a recently launched “dual-phase AHA body oil spray” with a matching scent, “Qingyeman” (青野漫), now in presale. Bathfeel, established in 2015, has built its brand around the concept of “nourishing skin with oils,” targeting what it describes as the specific needs of Asian skin barriers. In 2024, it received investment from Chinese dermatology group Botanee Group. Germany’s Frei Öl, founded in 1966 and positioned as a pioneer in oil-based skincare, operates in China through a local distributor. Bathfeel framed the issue as symbolic of a broader industry shift. “In the past, domestic brands learned from international players,” the company wrote. “Today, when Chinese brands have found their own path, international brands are turning our work into theirs.” The Jing Take The controversy quickly gained traction on Xiaohongshu, where Bathfeel posted about the plagiarism issue. User reactions revealed both support and skepticism. “When a brand reaches the point of being noticed and even copied by international players, it also reflects its strength and distinct identity. Originality deserves protection — support Bathfeel in defending its rights,” wrote user MettingYou (@遇见你). Another user, MoneyRich (@钱多多), commented, “Support defending your rights — I’ve always liked this brand.” Meanwhile, FutureDot (@未来。) added, “Bathfeel always felt refined and focused. If this is copying, it’s unfair to the original creators.” Other voices were more critical. “Didn’t Bathfeel also borrow from Baum?” asked user NightSpiceSkin (@熬夜吃辣皮肤好), pointing to the blurred line between inspiration and imitation in beauty. (Baum is a prestige, sustainable skincare brand launched by Shiseido in 2020.) Bathfeel’s accusation is not an isolated flashpoint but part of a growing pattern of Chinese beauty brands publicly challenging global incumbents over originality and market positioning. The rising battle over originality A notable precedent came in early 2022, when the founder of Chinese fragrance brand Forest Cabin accused Chanel of “unfair competition” following the launch of its red camellia skincare line in China. The dispute focused less on direct product imitation and more on a battle for consumer mindshare tied to a core botanical ingredient — camellia — long associated with the domestic brand. Together, these incidents point to a structural shift. As C-beauty brands scale, their competitive concerns are moving beyond distribution and pricing toward intellectual territory: formulation logic, ingredient storytelling, and sensory signatures such as scent. At the same time, the Bathfeel case highlights how difficult it is to define originality in modern beauty. Categories such as AHA body care, oil-based formulations, and bi-phase textures are not proprietary in themselves. What brands are increasingly defending is the combination — format, texture, narrative, and positioning — that creates recognizability in a crowded market. Consumer reactions reinforce this complexity. On Xiaohongshu, users simultaneously supported Bathfeel’s rights while questioning its own design lineage. This duality reflects a maturing market where brand narratives are no longer accepted at face value but actively interrogated. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.
