Dexter is a baby skincare brand in Wuxi New District. [Photo/WeChat account: xinwu_wx]
Dexter, a homegrown brand in Wuxi New District, has risen to become the top baby skincare brand in China. Founded by Zhang Xiaojun, an alumnus of Jiangnan University, the brand has achieved remarkable success.
Jiangnan University, located in Wuxi, has long been a pioneer in cosmetics science and technology in China. Over 70 percent of key technical and managerial talents in the country's leading cosmetics industry are Jiangnan University graduates. The university has collaborated extensively with Dexter, providing comprehensive technical support, from basic research and raw material innovation to formulation development and factory construction.
Established in 2017, Dexter quickly became a standout in the market. Within three years, it surpassed 100 million yuan ($13.7 million) in revenue, and by 2023, its revenue exceeded 1 billion yuan, making it the first baby skincare brand in China to reach this milestone. With a portfolio of over 150 products and more than 50,000 stores nationwide, Dexter's 2024 revenue is projected to exceed 1.2 billion yuan.
A Dexter store. [Photo/WeChat account: xinwu_wx]
The brand's growth is closely tied to the development of the Jiangnan Beauty Bay Research Institute, a joint initiative between Jiangnan University and WND. The institute serves as a one-stop public service platform for cosmetics innovation, providing services in raw material research, formulation development, and commercialization. By integrating resources across disciplines such as food science, bioengineering, chemical engineering, industrial design, and new materials, it supports the growth of WND's beauty and health industries.
A rendering of the beauty and health industrial park co-built by Jiangnan University and WND. [Photo/WeChat account: xinwu_wx]
A new 7.7-square-kilometer "Jiangnan Beauty Bay" is now taking shape in WND. This beauty and health industrial park focuses on synthetic biotechnology and cutting-edge cosmetics innovation. Over the course of five years, the park aims to attract 20 to 30 cosmetics-related enterprises, nurture more than five local companies with revenues exceeding 1 billion yuan, and achieve an overall industrial output value of over 10 billion yuan.
In December, Dexter will relocate its headquarters to the park, occupying 3,000 square meters across three floors. The new space will integrate office, R&D, and livestreaming functions. "This move marks the start of a new chapter for Dexter," Zhang said, emphasizing the company's commitment to innovation and growth within WND's thriving beauty and health ecosystem.
