Shennong Chrysanthemum: DEVA's Oriental Emotional Skincare

Leading the Hundred-Billion Emotional-Skincare Category! Answers with Exclusive New Ingredient "Shennong Chrysanthemum"

Foreign beauty giants and renowned global ingredient suppliers have all committed heavily; the industry consensus is clear: the emotional-skincare market has formally entered its scaled era. Yet beneath the heat, the pain point stands out: most brands still dwell in shallow marketing of fragrance therapy and ritual packaging — experience without efficacy, concept without science. One key question remains: how to make "soothing emotion" not a castle in the air but written into the product's genes from the ingredient source?

DEVA's answer begins at Shennongjia's Xiangxi source above 2,000 metres at 31° N. For millennia, the clear, fragrant Xiangxi stream has a recorded name — the "Xing Shan County Annals" note: "Lady Zhaojun lived by the water, often rinsing silk by the stream; the water turned all fragrant… fragrant herbs line both banks, hence 'Fragrant Stream.'" The stream's fragrance comes from vast wild Shennong chrysanthemum at its source. Shaped like a wild daisy, golden, fragrant all over, its flowers, leaves, stems and roots all hold rich, unique aromatic compounds — a sweet scent that lifts the spirit.

This natural fragrance from a geographical-indication origin relies on no artificial perfumes and is no mere concept addition; it answers emotional skincare's most essential need at the ingredient source — letting skin and mood relax together. It is becoming a highly recognisable "Chinese ingredient" in emotional skincare — traceable, sourced, sensibly fragrant.

01

Scent Is the Preferred Entry to Emotional Skincare

What makes Shennong chrysanthemum special is first its "scent." The plant's flowers, leaves, stems and roots all emit a rich, unique aroma that lingers — hailed as the "lavender of chrysanthemums."

This scent is no dispensable "seasoning" but the key entry to emotional skincare. Science confirms aromatic plant molecules enter the brain directly via the olfactory system, acting on the limbic system that governs emotion, producing psychological or physiological responses that regulate mood and relieve stress. This is the intuitive path of emotional skincare — no complex delivery needed; scent itself is a physiological relaxation signal.

Shennong chrysanthemum's flowers and leaves are rich in terpene volatiles such as α-thujone, β-thujone and bornyl acetate. These aromatic molecules bring not only olfactory pleasure but also act directly on the skin's TRP channels, lowering peripheral sensitivity and easing subjective discomforts like "stinging" and "burning."

02

More Than "Pleasant to Smell" — It Soothes Fragile Skin

The value of emotional skincare cannot stop at "feeling good while using it"; it needs real skin-state improvement, and Shennong chrysanthemum delivers both.

Grown in harsh high-altitude conditions, Shennong chrysanthemum accumulates richer flavonoids than plain plants — luteolin, apigenin and more. This "body-and-mind dual soothing" trait precisely fits emotional skincare's essential need: repair the skin's "red" and calm the senses' "pain" and "anxiety." Under emotional-skincare logic, fragile skin is not just a barrier issue but a projection of stress and anxiety onto skin. Through scent regulating emotional signals and flavonoids blocking discomfort pathways, Shennong chrysanthemum forms a complete "emotion–skin" loop.

03

From "Patented Ingredient" to "Perceivable Product Power"

The value of a rare ingredient only lands when consumers truly feel it at the product end.

The Shennong Chrysanthemum Soothing-Repair series is DEVA's benchmark line deeply fitting the "emotional skincare" logic. Its core ingredient is Shennong chrysanthemum, and natural-content across the line exceeds 90%.

Innovating a full five-fold closed loop of soothing – repair – strengthening – nourishing for fragile skin, it precisely resolves sudden redness, dryness and damage from emotional stress and erratic late-night routines, covering toner, lotion, serum, cream and mask — suited to high-pressure daily care, a line that truly achieves five-sense fit, emotional empowerment, and efficacy and experience both online.

Within it, the Shennong chrysanthemum soothing factor and chrysanthemum hydrosol doubly comfort fragility, cutting dryness, itch, red and roughness; proxylane, yellow gentian and ectoin in a triple-repair tech thicken the stratum corneum and repair damage; shea butter, panthenol and ceramide precisely replenish lipids and the brick-wall structure; triple xylitol and glucosyl glycerin form a dense water-lock film; the five steps link tightly, realising a complete path from emergency soothing to long-term stabilisation.

And Shennong chrysanthemum extract has already passed the national new-cosmetic-ingredient filing (filing No.: Guo Zhuang Yuan Bei Zi 20250040) and holds multiple invention patents. At the efficacy level, tests show Shennong chrysanthemum extract has a significant inhibitory effect on relevant substrate enzymes, standing out in soothing redness and raising skin hydration.

Innovative patented extraction tech — ultrasonic-assisted enzymatic extraction:

Through bio-enzyme action, large-molecule actives break into small-molecule actives, then ultrasound accelerates their escape from the plant matrix, raising extraction and separation rates, shortening extraction time, lowering cost and lifting raw-material quality.

More importantly, this "emotional value" is truly perceptible to consumers — the natural scent on opening, the skin's soothing feel on application, the fade of discomfort and redness after use. From smell to touch, Shennong chrysanthemum turns emotional skincare from "mystical concept" into an experienceable, verifiable daily ritual.

04

The Next Stop for Emotional Skincare Needs "Rooted" Ingredients

As the industry moves from marketing volume to the contest of scientific fundamentals, the real moat is not who has fancier concepts but who can build, from the ingredient source, a traceable, verifiable, scalable technical barrier.

The meaning of Shennong chrysanthemum is more than a flower from Shennongjia. It is a vivid footnote to Chinese beauty moving from "following overseas ingredients" to "defining Chinese ingredients" — answering emotional skincare's scientific need for target intervention while offering unique regional-culture and ingredient-traceability narrative tension.

This "Oriental soothing gold" above 2,000 metres proves one thing: the warmth of emotional skincare can come from marketing creativity, but its hardness must come from patents, data and the R&D invested into its genes from the source.