Heritage – Pechoin 百雀羚

In 1931, Gu Zhiming founded the Fubeikang Cosmetics Company at No.117 Changle Road, Shanghai.
The company started using the trademark “Peh Chao” on cosmetic products such as face powder.

The name “Peh Chao” came from an elderly man’s suggestion,
symbolizing auspicious joy — “a hundred sparrows gathering and singing to the phoenix.” Gu Zhiming,
fond of birds, chose the name to embody happiness and accessibility to ordinary families in Chinese culture.

In 1936, the factory relocated to No.33 Peifuli, Chongde Road, expanding production to include cold creams and powders.
That same year, Fubeikang registered “Peh Chao” and “Peh Chao Cream” trademarks with the National Government.

At that time, many Shanghai socialites adored Pechoin. Chen Yunshang, the famous “Queen of Chinese Cinema,” personally endorsed Pechoin in newspapers.

In 1939, with the help of a friend’s formula,
Gu Zhiming developed China’s first domestically made cold cream — Pechoin Cold Cream.
Its remarkable effect and affordability soon made it a rival to global brands like Nivea, earning its reputation as China’s No.1 cold cream.

1940s: A Beloved Household Name

Pechoin became a household name, part of the daily beauty ritual of countless families.

When Pechoin was founded, World War II had broken out, and China was caught in turbulent times.
Because of its good employee benefits, many young women were proud to join Fubeikang.
These workers were not only beautiful and elegant but also earned decent wages, which made them admired by others and affectionately known as the “Peh Chao Ladies.”
By the late 1940s, Fubeikang had over 30 to 40 employees, mostly women, and the sight of these “Peh Chao Ladies” coming and going became a charming scene in Peifuli.

On August 20, 1946, the first Miss Shanghai pageant was held. Fubeikang sponsored the event,
and several Miss Shanghai finalists, including the top three winners, personally endorsed its products.
On the cover of the Miss Shanghai Special Issue, the popular Miss Xie Jiahua personally recommended Pechoin face powder.

1950s–1960s: From East to the World

Pechoin carried the grace of the East onto the world stage, spreading the philosophy of Chinese skincare to distant lands.

1950s

In the late 1950s, as a representative of Chinese-made products,
Pechoin participated in the Leipzig Fair — known as “the mother of all expos,”
with over 800 years of history — and subsequently began exporting successfully to East Germany.

In 1960, to further expand its market, Shanghai Daily Chemical Factory No. 2,
through the Shanghai branch of the China General Merchandise Export Company,
authorized China Resources Hong Kong to register the “Pechoin” brand for cleaning products, toothpaste, soap, cosmetics, and shoe polish. The brand also expanded into markets such as Malaysia and Indonesia.

1980s–1990s: Legacy and Innovation

Pechoin continued to innovate while staying true to its traditions, enriching its product lines and rejuvenating the brand.

Shanghai Daily Chemical Factory No. 2 developed Phoenix Pearl Cream —
China’s first high-end skincare product in the daily chemical industry, known as a “nutritional skincare product.”
Phoenix Pearl Cream transformed skincare from simple protection to nourishment and care,
ushering in a new era of “beauty through nourishment.”

2000s: The Elegance of the East, A Gift to the World

At the turn of the new millennium, Pechoin, with its uniquely Chinese charm, became an elegant gift from the East to the world.

Drawing on decades of skincare expertise, Pechoin’s classic skincare products entered millions of households,
while its herbal series, embodying the brand’s research achievements, became a bestseller —
ushering in a new era of herbal skincare and establishing Pechoin as China’s leading herbal skincare brand.