The well-known supplement brand YouthIt, previously promoted as being imported from Australia, has been exposed by Chinese state media for disguising itself as a foreign product. All related items have now been removed from e-commerce platforms, while many celebrities who endorsed the brand have issued apologies and promised refunds to customers.
On April 1, China Central Television (CCTV) revealed that the supplement brand YouthIt was accused of falsifying its origin.
According to the investigation, the products were advertised as imported from Australia but were actually manufactured domestically. The so-called “factory in Melbourne” turned out to be merely an auto repair garage in Anhui Province. Local residents also confirmed that no such company had ever existed as advertised.
Customer service representatives on e-commerce platforms continued to defend the products, claiming they were “an Australian brand manufactured in China,” in an attempt to conceal their counterfeit nature.
Beyond falsifying origin, the brand’s marketing tactics were also exposed. A company based in Hangzhou was behind the promotional campaign. They admitted that the products were produced in Guangzhou but packaged as imported goods. They also spent money to hire experts and celebrities as endorsements to build consumer trust.
The company flooded platforms such as Xiaohongshu and Weibo with tens of thousands of reviews and promotional posts, combined with aggressive advertising to transform low-cost products into seemingly high-end imported goods. YouthIt’s lutein eye-care product once ranked first in sales on e-commerce platforms.
After the scandal broke, all related products were removed from online platforms. Previously, many celebrities and streamers had promoted and sold these items. Michelle Chen, Carman Lee, Ming Dao, Teresa Cheung, and Zeng Shunxi all issued public apologies.
Carman Lee’s team stated that they had activated a pre-refund mechanism, promising a 100% refund for all orders purchased through her livestream, regardless of time or product condition.
Teresa Cheung also announced a compensation plan, with refunds expected to be processed within seven working days after order verification.
Actor Ming Dao promised that consumers who purchased through his channel could apply for refunds within 30 working days under a pre-compensation policy.
Amid the growing controversy, Zeng Shunxi, who had previously served as the brand’s ambassador, released a statement through his studio. His team clarified that the partnership with YouthIt began in June 2024 and ended at the close of the year, with no further involvement afterward.
The studio emphasized that due diligence had been conducted within their capacity during the collaboration but apologized and acknowledged the need to strengthen brand verification and improve communication with the public. They also revealed that legal counsel had been hired to review all cooperation documents and verify the authenticity of materials provided by the brand.
According to HK01, Chinese authorities have quickly stepped in. The National Food Safety Office, along with market regulators and customs authorities, has launched a comprehensive investigation into the case. Officials stated that strict action will be taken against violations to protect market order and consumer rights.
Sources: TP
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