Meituan Medical Aesthetics 'Fangxin Mei' Mid-2025 Release: Over 7 Million Product Authentication Services Delivered

With the widespread education and outreach of the national campaign to eradicate illegal aesthetic medicine practices, in addition to the demand for “safety first,” there has been a significant increase in consumers’ attention to “compliance of diagnostic and treatment services,” driving further standardization of the industry through upgraded demands.

On July 17, Meituan Medical Aesthetics, in collaboration with the Chinese Association of Plastics and Aesthetics, upstream medical aesthetic brands, and institutions, convened the semi-annual conference of the “Assured Beauty” Authentic Product Guarantee Program in Chengdu. In addition to presenting awards to high-quality institutions participating in the “Assured Beauty” program, Meituan Medical Aesthetics announced several key developments at the conference.

To make medical aesthetics consumption more transparent and reassuring, “Fangxin Mei” (Assured Beauty) has partnered this year with the China Food and Drug Administration Data Center. By leveraging drug traceability codes and the Unique Device Identification (UDI) system for medical devices, this initiative promotes the practical application of pharmaceutical and medical device traceability in the medical aesthetics industry. Consumers can simply scan a code using Meituan’s Fangxin Mei smart devices to trace products back to their source. Since the beginning of this year, Meituan’s self-developed AIoT intelligent authentication hardware system has been upgraded once again. Building on the Pro version, it now includes a MINI portable version and a large dynamic data monitoring screen, enabling end-to-end tracking of product distribution and displaying the complete medication preparation process. This further establishes a “transparent kitchen”-style model for the medical aesthetics industry, ensuring full visibility and trust.

As of June 2025, Meituan’s “Assured Aesthetics” program has provided over 7 million authenticity verification services to consumers, covering 100 cities across China. It has also deployed more than 4,000 sets of self-developed AIoT smart authenticity verification hardware devices free of charge for over 2,000 medical aesthetic institutions.

In March this year, the Suzhou Municipal Health Commission convened a briefing on the classified supervision and comprehensive evaluation of medical aesthetic institutions, along with a training session on lawful practice. It was announced that the Suzhou Municipal Health Commission would collaborate with the Chinese Association of Plastics and Aesthetics and Meituan to deploy smart hardware devices for QR code-based authenticity verification free of charge across all medical aesthetic institutions in the city. This initiative aims to integrate official traceability and registration data for pharmaceuticals and medical devices, incorporating QR code authenticity checks into the rating system for medical aesthetic institutions. In the future, Meituan also plans to continue expanding and improving industry database collaborations in more cities.

▲ Meituan’s self-developed AIoT smart authentication device. Photo: Wang Yi

The Essence of Medical Aesthetics Is HealthcareAs the medical aesthetics industry expands rapidly, issues such as the mixing of genuine and counterfeit products and medication substitution have drawn heightened consumer scrutiny due to intense “price wars.” Meanwhile, consumers are becoming increasingly rational, placing greater emphasis on professional service standards and consumption safety. User data from Meituan Medical Aesthetics reveals that individuals who experienced the “Worry-Free Beauty” authenticity guarantee process reported significantly higher satisfaction and repurchase intentions. Over 88.6% of users expressed a desire to continue selecting clinics on the platform that offer similar authenticity guarantees. Notably, consumers in Shanghai, Beijing, Hangzhou, Shenzhen, and Guangzhou lead the country in their demand for product verification.

“By leveraging platform-based technological innovations and safeguards—including self-developed machine learning algorithms, anti-counterfeiting NFC tag technology, and large AI model capabilities—Fangxin Mei (Assured Beauty) is gradually quantifying non-standard medical aesthetic services and establishing industry standards. This approach not only delivers a reassuring experience for consumers seeking aesthetic treatments but also drives greater customer traffic to compliant medical aesthetic institutions,” said Wan Peng, head of Jinshi Ideal Medical Aesthetics, a Shanghai-based clinic, at the event. Jinshi Ideal Medical Aesthetics, a Meituan Polaris three-star institution, officially joined Meituan’s “Fangxin Mei” program in January 2024. Over the past year and a half of collaboration, its two clinics have completed a cumulative total of 11,000 authenticity verification services.

Yuan Qian, Brand Manager of Aoma Starlight, a chain medical aesthetics group, also stated, “This year, our group has incorporated QR code-based authenticity verification into our employee performance evaluation system. We place great emphasis on this practice across both our medical divisions and frontline operational teams.”

Zhang Xiangfei, General Manager of the Medical Devices and Equipment Division at Bloomage Biotech, stated that as the brand holding the largest number of compliant Class III medical device licenses for mesodermal products in China, Runzhi has always actively responded to the national "Crackdown on Illegal Aesthetic Medicine" special campaign, regarding compliance as the lifeline of the industry. In the future, we will continue to deepen our collaboration with Meituan in areas such as dynamic data tracking, visualized medication preparation, and public disclosure of physician qualifications, promoting full coverage of the "Transparent Kitchen for Aesthetic Medicine" model. This will translate national policies into industry practices, providing beauty seekers with safe and reliable assurance of authentic products.

As a “trust economy,” the sustained development of the beauty industry requires self-regulation and multi-party oversight. The promotion of authentication services has also prompted many upstream brands to build their own product verification capabilities. In the first half of 2025, more than 15 upstream brands joined Meituan’s “Worry-Free Beauty: 100,000 Authentications Club,” with cumulative authentications exceeding 100,000. Meanwhile, the overall brand scale utilizing “Worry-Free Beauty” intelligent authentication devices increased by 13.1% compared with 2024.

Furthermore, “Fangxin Mei” has observed a significant increase in user attention toward “the qualifications, background, and professional competence of medical personnel.” A physician’s professionalism not only substantially reduces safety risks but is also highly correlated with treatment outcomes. Dr. Shang Yingbin from Shanghai Yestar Plastic Surgery Hospital believes that the “Fangxin Mei” verification guarantee platform developed by Meituan better highlights physicians’ credentials and experience by displaying their information, thereby providing dual benefits for both patient decision-making and clinical practice. “Physicians typically focus on clinical care and professional development and are less adept at self-promotion. The addition of physician credential information to offline verification devices enables consumers to make informed choices when selecting a doctor, while also helping physicians connect with more high-quality patients,” stated Dr. Shang Yingbin.

▲The Annual Influential Brand Awards were presented at the event. Photo: Wang Yi

In addition to the year-on-year rise in demand, authentication of medical aesthetic products is expanding from first-tier cities to more emerging markets. Data from Meituan shows that in 2025, the volume of product authentication in non-first-tier cities quadrupled compared to 2024. The average number of authentications per local institution and the proportion of users proactively scanning QR codes to obtain service reports have surpassed those in leading cities. Even for high-value products such as hyaluronic acid fillers, these emerging markets exhibit stronger demand for authentication than first- and second-tier cities. Among emerging markets across China, the cities with the fastest growth in Meituan’s medical aesthetic authentication volume are Shijiazhuang, Guiyang, Haikou, Yinchuan, Tangshan, Zhongshan, Wuhu, Nantong, and Baoding.

At the event held on July 17, Meituan Medical Aesthetics announced that in the second half of the year, it would further implement its “Peace of Mind Beauty” authenticity guarantee service by focusing on three key areas: product authentication and traceability, transparent medication preparation procedures, and disclosure of physician credentials. This initiative aims to provide medical aesthetics consumers with comprehensive, end-to-end consumption protection covering institutions, physicians, procedures, and products.

Specifically, on one hand, we are increasing the display of certified physician information and linking it to physicians’ clinical consultation volumes. Currently, Meituan’s offline intelligent verification devices have been integrated with its online physician certification data, cumulatively displaying practice information for over 9,000 physicians, with continued additions planned throughout this year.

On the other hand, we will continuously enhance technical capabilities for authentic traceability of pharmaceuticals and medical devices, develop large-model capabilities such as live-streamed medication dispensing, and create a “transparent kitchen” model for the medical aesthetics industry. Empowered by the built-in computing power of first-tier AIoT platforms, devices can leverage self-developed machine learning algorithms to incorporate content understanding, thereby identifying QR codes, barcodes, and other information on various pharmaceutical products more efficiently and accurately.

Furthermore, Meituan Medical Aesthetics will introduce multimodal large language model interaction capabilities, enabling merchants to customize exclusive digital avatars and deliver personalized, one-on-one interactive experiences tailored to each user. These virtual humans support multidimensional personalization; they can not only guide users through the product authentication process but also explain post-procedure care instructions. By providing authentic and approachable interactions, they infuse every step with human-centric care.

According to Jing Xuan, Deputy Secretary-General of the Chinese Association of Plastics and Aesthetics (CAPA), the association will continue to collaborate with Meituan Medical Aesthetics to improve the foundational database of the medical aesthetics industry, promoting the public disclosure of verified data and regulatory cooperation at the city level. Furthermore, through the release of industry white papers, hosting city-level conferences, and producing educational content, the association will continuously advance market compliance and provide more comprehensive consumer protections for individuals seeking aesthetic treatments.

“The medical aesthetics market is becoming increasingly mature, with a continuous increase in high-quality supply. Meituan Medical Aesthetics will continue to improve the ‘Worry-Free Beauty’ authentic product guarantee system, helping the industry rebuild consumer trust, ensuring that authentic products safeguard medical aesthetic consumption, and supporting all ecosystem participants in achieving compliant and steady growth,” said a representative from Meituan Medical Aesthetics.