Indie personal care brand 5yina adds décolletage treatment in time for breast cancer awareness month

By Deanna Utroske

- Last updated on GMT

Indie personal care brand 5yina adds décolletage treatment in time for breast cancer awareness month
Yesterday evening at a pop-up event in New York City’s SoHo neighborhood, the skin care brand led by acupuncturists Angela Chau and Ervina Wu launched their latest product. Cosmetics Design was there to learn why 5yina chose to expand into whole body beauty.

Angela Chau and Ervina Wu launched 5yina a few years ago. And, their luxury skin care brand is premised on wellness, self care rituals, and Traditional Chinese Medicine.

Facing reality

Until now the brand’s product portfolio only included facial skin care products: four season-specific Hydrolats, which can be used as a cleansing step, a hydrating mist, and a makeup primer; four coordinating facial oils; a bioacaptive cleanser; an all-seasons mask; and a multitasking beauty balm.

The brand, Wu tells Cosmetics Design, has always worked with charities that help women living with and recovery from breast cancer. In years past 5yina has gifted product to Charlotte Maxwell, an integrative cancer care clinic for low-income, underserved women in the San Francisco, California area.

And, a portion of the proceeds from Wednesday’s event (which also included Mo Mi by Modern Minerals and took place at women’s apparel shop Cuyana) are earmarked for SHARE “a national nonprofit that supports, educates, and empowers women affected by breast or ovarian cancer, with a special focus on medically underserved communities,”​ according to that organization’s about page.

Women’s wellness

Self care and self awareness are neatly linked wellness. And so it stands to reason that a mindful luxury brand like 5yina would launch a product that encourages a self-care ritual with incidental health benefits.

Wu and Chau created the new Guiying Décolletage Treatment “so more people can be more aware of their breasts,”​ the founders tell Cosmetics Design. The Guiying treatment is meant for use on the neck, décolletage, and breasts.

Self massage improves circulation (which may mitigate breast pain during menstruation); and it’s a way for women to get more familiar with their own bodies and know what’s normal and what’s not.

Modern warrior

The brand’s new Guiying treatment is named in honor of Mu Guiying, a renowned woman warrior who lived during the Song Dynasty. Mu Guiying is remembered for being “fearless and resilient,” ​according to 5yina materials on display at this week’s NYC event. And the product itself is inspired by “the power, wisdom, and passion of our mothers, sisters, daughters....”

5yina’s Guiying Décolletage Treatment is formulated with organic and wild crafted ingredients, including shea butter, sesame seed oil, castor seed oil, and rosemary; and as of yesterday's launch, it is now available on the brand’s own ecommerce site.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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