Cynosure Navigates the Golden Era of Aesthetic Photonics with Innovation and Ecosystem Leadership

Amidst the turbulent and surging wave of medical aesthetics innovation in China over the past three decades, Cynosure has undoubtedly stood out as a distinctive and pivotal player.

Since entering the Chinese market in 1996, Cynosure has been deeply committed to its long-term vision. Over the past nearly 30 years, the company has consistently focused on “creating efficient and safe solutions for skin concerns,” providing domestic aesthetic seekers with safe and effective laser devices as well as a positive, healthy philosophy of beauty and empowerment.

Meanwhile, Cynosure continues to push the boundaries of its business model and actively build a diversified innovation platform, transforming itself from a traditional medical aesthetics optoelectronics company into a co-builder of the beauty industry ecosystem.

Recently, VCBeat conducted an exclusive interview with Bebe Teo, Senior Vice President of the Asia-Pacific Region for Cynosure’s International Division and of its Center of Excellence Business Unit, discussing Cynosure’s development and her insights into China’s aesthetic energy-based device market.

Bebe Teo, Senior Vice President of the Asia-Pacific Region, International Division, and Excellence in Business Commerce at Cynosure

Since entering China in 1996, Cynosure has accompanied the growth of the first generation of medical aesthetics consumers in China.

Over three decades of steadfast innovation, we have introduced dozens of safe and effective laser products to aesthetic seekers in China, including the 755 Native Picosecond Laser (Honeycomb Picosecond), 5D Collagen Light, Icon Multi-Application Platform, and RevLite C10 Laser, continuously empowering consumers to unlock their inherent resilient beauty.

Today, Cynosure has once again become the guardian of a new generation of consumers with its "gentle and efficient" approach.

Take Cynosure’s exclusive 755 Native Picosecond Laser (Honeycomb Picosecond) as an example. As the only picosecond laser device for pigmentation treatment approved by the NMPA worldwide, the 755 Native Picosecond Laser has been hailed by dermatologists globally as the “Terminator of Pigmented Lesions” and has been named the “Best Multi-Effect Laser Device” by the authoritative beauty magazine New Beauty for two consecutive years. In 2022, the 755 Native Picosecond Laser also won the “Annual Award for Spot Removal and Skin Brightening” in Only Lady’s “Sincere List: Top 100 Awards” year-end rankings.

Its unique 755nm wavelength can efficiently remove spots, acne marks, and blemishes, while whitening and brightening the skin, without damaging the epidermis. By delivering gentle yet highly precise energy, it helps users achieve healthier and more radiant natural skin.

The 755nm Native Picosecond Laser is Known as the “Ferrari of the Aesthetic Medicine Industry”

Meanwhile, Bebe Teo noted that Chinese medical aesthetics consumers represent the most dynamic and promising segment. With the rise of social media, these consumers are absorbing knowledge like sponges. In this context, Cynosure has proactively taken the lead in professional science popularization, educating the public on how to verify the authenticity of laser devices, properly select institutions and physicians, and manage pre- and post-procedure care. These efforts aim to help Chinese medical aesthetics consumers develop a healthy, correct, and moderate perspective on medical aesthetics and beauty standards.

Furthermore, Cynosure has launched an upgraded certification system to help consumers select officially certified institutions, avoid unnecessary risks, support the industry’s positive development, and safeguard every step of Chinese medical aesthetics consumers’ journey toward safe beauty enhancement.

Cynosure's commitment to high-quality aesthetic services is primarily reflected in three aspects.

On one hand, Cynosure leverages its robust R&D and innovation capabilities to continuously tailor multi-dimensional aesthetic solutions for Chinese consumers. Currently, its two flagship products in the Chinese market are the 755 Picosecond Laser (Honeycomb Picosecond) and the 5D Collagen Light. The former targets pigmentation removal and skin brightening, achieving dual improvements in skin tone and texture; the latter provides tightening and lifting effects, efficiently delivering comprehensive facial anti-aging benefits. Both products are designed to provide exclusive, high-efficacy solutions for specific skin concerns based on the needs of aesthetic seekers.

Cynosure 5D Collagen Light

Another aspect is the integration of online and offline channels, creating new traffic entry points for partner institutions. In addition to providing partners with safe and reliable equipment and comprehensive “concierge-style” support and services, Cynosure has pioneered an online-offline integration model. This includes inviting high-quality partner institutions to join the official Cynosure Tmall Flagship Store and establishing a strategic partnership with Alibaba Local Services. Offline, Cynosure carefully selects premium domestic partner institutions, enabling a new retail model where customers make purchases online and receive services offline, thereby generating new patient traffic for these institutions.

Finally, by leveraging two-way observational interactions on self-owned media platforms, we deepen communication and collaboration with partner institutions, helping them increase repurchase rates. To address the pain point of expensive and scarce traffic in the medical aesthetics industry, and to further expand online consumer-facing (C-end) traffic channels—thereby unlocking commercial potential for partner institutions—Cynosure utilizes popular social media platforms, particularly those with strong content-sharing attributes such as Xiaohongshu (Little Red Book), WeChat, Weibo, and Douyin (TikTok). By adopting a dual approach of “proactive brand content output” and “consumer proactive feedback,” Cynosure monitors emerging trends in consumers’ medical aesthetics demands, gains insights into their genuine needs, and conducts targeted brand seeding campaigns.

Bebe Teo stated that although new concepts and trends have continuously emerged in the medical aesthetics industry over the years, Cynosure has remained widely recognized and has consistently maintained a leading position in laser technology. It can be said that the relationship between Cynosure and its partners is one of mutual appreciation among elites, fostering reciprocal success and win-win outcomes.

From an early “pioneer” in medical aesthetic energy-based devices, to a “leader” in industrial technology, and now a “co-builder” of the beauty industry ecosystem, Cynosure has been advancing the new infrastructure of the medical aesthetics industry with an inclusive and open mindset.

First, actively promote industry exchange, sharing, and training. To help more clinically engaged healthcare professionals who are eager to learn acquire greater knowledge of medical aesthetic lasers, Cynosure has invited frontline clinical experts to provide equipment introductions, share medical aesthetic industry insights, and conduct case analyses for practitioners in the field. These initiatives aim to meet the needs of medical personnel involved in laser aesthetics, plastic surgery, and scientific research, thereby raising the overall standard of the industry.

Secondly, through ongoing collaboration with institutional physicians, we conduct consumer science education. To fulfill the aesthetic aspirations of more beauty seekers and dispel misconceptions about the medical aesthetics industry, Cynosure has partnered with industry authorities to launch two high-quality content series, “Cynosure Doctor Says” and “Cynosure Expert Talks.” These platforms leverage professional clinical experience to analyze products, deliver valuable medical aesthetics insights, consistently provide educational content to beauty seekers, and assist physicians in increasing their social media exposure.

Furthermore, we are innovating collaboration models to drive industry development. We continue to strengthen close ties with and conduct on-site visits to institutions, gaining a deep understanding of their actual needs. We share with these institutions consumer insights, proven business profitability models, patient case studies, aesthetic medicine product portfolios, and scientific research achievements distilled by Cynosure globally, particularly in mature markets for medical aesthetics. Meanwhile, through our professional marketing team, we help institutions better establish their unique intellectual property (IP), thereby contributing to the maturation of the industrial ecosystem.

Finally, we remain committed to supporting the standardization of the industry and co-creating a healthy ecosystem. As a sunrise industry in China, the medical aesthetics sector is still in its early stages, making it susceptible to certain irregularities that can disrupt market order and lead to adverse incidents. Therefore, Cynosure consistently adheres to providing safe, compliant products and premium services, while guiding consumers toward accredited institutions and appropriate treatments. By complying with relevant industry regulations and collaborating with partners to establish mutual recognition organizations such as the “Genuine Product Alliance,” we jointly safeguard a robust and healthy industry ecosystem.

According to the "2021 China Medical Aesthetics Anti-Aging Consumption Trend Report" jointly released by Xinhua Finance and SoYoung, photoelectric procedures are the most favored in the non-surgical medical aesthetics market, with 86.23% of consumers choosing these treatments for anti-aging purposes. In terms of market growth, the consumption market size for photoelectric medical aesthetics is projected to reach RMB 50.812 billion by 2025 (as estimated by Gaohe Investment Research Center), representing a compound annual growth rate (CAGR) of 13.61%.

Sustained growth on the demand side has injected strong momentum into supply-side development, making energy-based devices a hot spot in the medical aesthetics industry despite overall sectoral headwinds.

So, how will Cynosure further deepen its strategic layout in the future? Bebe Teo shared four key insights.

First, Cynosure will continue to drive brand-building initiatives and strengthen its brand moat. It will further promote the concept of “authenticity” to consumers, advocating a philosophy of beauty that is natural, healthy, and moderate.

Second, continuously tap into the potential of diverse new customer segments. Cater to a younger and more open consumer base, while also addressing emerging demands driven by population aging (such as anti-aging, anti-senescence, and skin maintenance), the rising aesthetic awareness among men, and the rapid growth of lower-tier markets.

Third, unlock new possibilities for “Internet + Medical Aesthetics.” As the digital landscape evolves and consumer habits shift across online and offline channels, deeper integration with the internet offers substantial room for expansion and innovation. For instance, as an upstream brand in the medical aesthetics industry, one can empower professional partners to achieve true online-offline synergy, efficiently creating a closed-loop ecosystem that covers the entire customer journey in medical aesthetics consumption. Leveraging data accumulation and analytics can further accelerate development in key segments of the industry. Moreover, against the backdrop of the rising “beauty economy,” brands can harness online marketing to drive rapid viral growth.

Fourth, we remain committed to empowering, training, and supporting accredited institutions to build strong trust with aesthetic seekers. Currently, there is a significant shortage of skilled professionals in the industry, and the medical aesthetics sector demands high levels of expertise across all stages, particularly among qualified physicians. Cynosure aims to help physicians not only gain a deeper understanding of device operation but also support them in building their personal brands and intellectual property (IP), thereby promoting accurate and healthy concepts in medical aesthetics to the market.

From its first entry into China in 1996 to the approaching New Year’s bell of 2023, Cynosure, now in its thirtieth year, has demonstrated both the enterprising spirit to rise to challenges and the strategic foresight for long-term development. Remaining true to its original entrepreneurial mission and passion, the company has consistently pursued steady and far-reaching progress, witnessing and participating in the growth and prosperity of China’s medical aesthetics industry.

In this exclusive interview, the author not only witnessed Cynosure’s dynamic corporate evolution over the past three decades, but also gained a profound understanding of its new proposition for unlocking the innate beauty of aesthetic seekers, as well as the sunny, confident, healthy, and effortless lifestyle attitude it strives to convey.

Continuously innovative products and equipment, an experienced and responsive after-sales team, comprehensive and diversified marketing support, open and diverse collaboration opportunities, and an international perspective with richLocalExperience is the unique advantage and value that Cynosure brings to its B2B clients.

In China’s aesthetic medicine market, where opportunities and challenges coexist, we look forward to seeing more medical aesthetic energy-based device companies like Cynosure take compliance, safety, and efficacy as their core responsibilities, nurturing the growth of China’s beauty industry toward a brighter future and bringing more beauty and confidence to the world.