Tsaio (上山採藥) is a Taiwanese personal-care and beauty brand that focuses on plant-based skincare, haircare, and body-care products. The brand’s identity is built around botanical ingredients, herbal traditions, and tea-inspired formulations. The Chinese name 上山採藥 translates roughly to “going up the mountain to gather medicinal herbs,” reflecting the brand’s connection to traditional herbal knowledge and natural ingredients.1

Tsaio is associated with High Belem Chemistry Co., Ltd. as the trademark owner and is listed among the brands of Taiwan’s SOFNON Group. While originating in Taiwan, the brand has expanded its presence internationally, including in Singapore, where it is positioned as an accessible brand offering contemporary personal care with an Eastern natural aesthetic.

The trademark records identify HIGH BELEM CHEMISTRY CO., LTD. as the owner of the Tsaio trademark. Earlier documentation places the company’s address in Dajia District, Taichung City, Taiwan.2 Publicly available information regarding the precise founding year of the Tsaio brand itself is limited; however, trademark records document use of the mark dating back to 2004, with commercial use dates in the United States recorded from 2013 or 2017, depending on the specific registration.6

Tsaio operates within the broader portfolio of the SOFNON Group, a Taiwanese beauty and health-products company. Retailer information indicates that SOFNON originated in Taiwan in 1977. Its portfolio includes several brands such as SOFNON, NOBORI, Tsaio, PLUS+, JUST@100, Always Black, in Ocean, and thetsaio. Consequently, Tsaio is best understood as one brand within this larger business structure rather than an entirely independent entity.

Name and Meaning

The name 上山採藥 literally evokes the traditional practice of venturing into the mountains to collect medicinal plants. This imagery is central to Tsaio’s identity, distinguishing it from conventional cosmetics companies by drawing on Taiwanese herbalism, plants, natural materials, and Eastern wellness traditions.

In U.S. trademark documentation, the English name “tsaio” is described as an acronym representing the brand’s core values:

• Treatment
• Soothe
• Aroma
• Image
• Organic3

Visual Identity and Packaging

Tsaio’s visual identity strongly reflects its natural and Eastern-herbal positioning. The packaging design received recognition from the Golden Pin Design Award, winning in the Communication Design / Packaging category. The award description notes that the design utilizes squares and circles inspired by nature from an Eastern perspective, combined with hand-drawn elements intended to convey a natural herbal character and a sense of Zen.8

This design approach reinforces the brand’s message of combining natural ingredients with traditional Eastern inspiration in a contemporary format.

Tsaio’s portfolio covers various aspects of everyday personal care, emphasizing sensory experiences linked to tea and botanicals.

Haircare

The haircare line includes shampoos and scalp-focused products. In markets like Singapore, notable offerings include:

• Ruby Black Tea Repairing Shampoo
• Sunbath Jinxuan Tea Scalp Shampoo
• Men’s shampoos formulated for cooling or strengthening functions.

Some product developments have emphasized gentler cleansing concepts. For instance, a submission to the Cosmoprof Awards described a shampoo formulated without SLS/SLES and using essential oils instead of conventional fragrance.5

Body Care

Body care is a particularly recognizable category for the brand, featuring body washes inspired by different teas and botanicals. These products aim to combine tea/herbal themes with sensory bathing experiences.4 Examples include:

• Oolong Tea Repairing Body Wash
• Rooibos Tea Relaxing Body Wash
• Handpicked Tea Moisture Body Wash
• Cold Brewed Tea Refresh Body Wash
• Wild Mint Cooling Body Wash
• Caffeine Extra Fresh Body Wash

Facial Care

Facial care products include cleansers and exfoliants designed for various skin needs:

• Rice-bran moisturizing cleanser
• Charcoal deep-purifying cleanser
• Tea-tree cleanser for blemish-prone skin
• Deep-peeling facial scrub3

Broader trademark registrations also cover items such as facial creams, lotions, perfumes, sunscreen, masks, makeup removers, lip balm, hand cream, soap, and other wash products.

Although Tsaio originates in Taiwan, it has established a presence in Singapore. The brand’s tea-infused body-wash collection has been highlighted in local coverage as a distinctive feature of its product lineup.4

In the retail sector, Tsaio products are available through NTUC FairPrice, where the retailer lists approximately 14 products across categories such as shampoo, body wash, and facial cleansing. FairPrice identifies the country of origin for these products as Taiwan.6

Additionally, Tsaio maintains an official flagship presence on major e-commerce platforms in Singapore, listing products under the names “Tsaio” and “Uphill Herbs.”7

Tsaio occupies a niche between traditional herbal beauty and modern affordable personal care. Its positioning strategy can be summarized as:

Taiwanese heritage → botanical ingredients → tea/herbal concepts → everyday personal care → accessible pricing.

Rather than competing through luxury positioning, the brand emphasizes the experience and story of natural ingredients, keeping its products suitable for routine daily use. This approach allows Tsaio to connect modern personal care habits with Taiwan’s rich herbal and botanical culture.5

1. TSAIO SHANG-SHAN-CHAI-YAO Trademark of HIGH BELEM CHEMISTRY CO., LTD. – Registration Number 4724640 – Serial Number…
2. 上山採藥tsaio – 商標資訊
3. TSAIO Trademark Application of HIGH BELEM CHEMISTRY CO., LTD. – Serial Number 98944202 :: Justia Trademarks
4. The New Tsaio Tea-Infused Body Wash In Singapore Smells Like Actual Tea
5. Camellia Nourishing Shampoo by Tsaio – 台灣
6. SOFNON – Tsaio H Shampoo
7. SOFNON – Tsaio Cleanser For Men
8. Tsaio – Golden Pin Design Award