Urban Beauty Lingerie's Use of "Small Landmine" Label Sparks Controversy, Official Apology Issued
Recently, netizens complained that the lingerie brand Urban Beauty labeled a product on an e-commerce platform as "small landmine lingerie," which netizens found inappropriate. In response, Urban Beauty issued an apology statement on its official account on the evening of April 20th.
Urban Beauty stated that it deeply recognizes its mistake and expressed that the term "small landmine" carries insulting or suggestive connotations towards women. Regardless of the origin or publisher of the term, the brand bears full responsibility as long as it is labeled with "Urban Beauty." "We will not make any excuses, nor will we shift the blame to distributors or any third party."
Urban Beauty stated that after the incident, it immediately launched an emergency self-inspection across all channels and distributors. All sales points and links involving "small landmine" and similar inappropriate keywords have been deleted or removed.
All customer service teams have been informed to honestly admit mistakes when users inquire about the issue, without shirking responsibility and promptly reporting back to the brand. An internal special rectification has been launched and is currently underway.
Urban Beauty stated that in the next three days, it will complete a second comprehensive review of all e-commerce pages, social media content, and product descriptions to ensure that no insulting or suggestive words appear again.
Within one week, it will issue the "Urban Beauty Content Review Red Line Manual" internally, clearly listing prohibited words, and all employees and distributors must sign to confirm.
Within two weeks, it will establish a joint punishment mechanism for content violations by distributors, with the brand taking primary responsibility and pursuing accountability for the violators without leniency.
On April 21st, a search on the aforementioned platform revealed that the "small landmine" label had been removed from the product. Urban Beauty customer service confirmed that the term had been removed from the bra's description.
Urban Beauty's official website shows that the brand was founded in 1998 and is the first mainland lingerie company to be listed on the Hong Kong stock exchange.
Urban Beauty's latest financial report shows that in 2025, its revenue decreased by 1.9% year-on-year to 2.954 billion yuan, and its net profit attributable to the parent company decreased by 2.4% year-on-year to 123 million yuan.