# China skincare

China’s HBN Pushes Growth with Ads, Not R&D — But Can an IPO Fix That?

Hujia Technology’s HBN has risen rapidly in China’s mid-to-high-end skincare market but relies heavily on advertising to drive sales. The company shows high gross margins offset by low net margins because roughly half of revenues are spent on promotion, while R&D investment remains modest. The upcoming Hong Kong IPO will test whether capital can shift the brand from marketing-driven growth to sustained, product-led profitability.