Soaring to stardom as a member of the K-pop group EXO before launching a solo career in singing and acting, Chinese singer-actor Huang Zitao, known as Z.Tao, has found himself under the spotlight again — this time for a very unexpected project: A brand of sanitary pads.

In March, Huang revealed his new business venture with promises of "complete transparency" in production.

The announcement came amid a wave of public distrust in the feminine hygiene industry, triggered by recent exposés on unsanitary practices and substandard materials.

"Everything is produced by machines—the first person to touch the product is the customer," Huang said during a livestream from his factory, which he pledged would operate under 24/7 video surveillance.

The livestream model, he claimed, is intended to build consumer trust in an industry plagued by safety concerns.

To launch the brand, Huang offered a promotional campaign selling 49,500 trial packs of sanitary pads for just 1 cent each.

The packs sold out within minutes. However, the campaign also had a price: Huang lost more than 460,000 followers on social media, with some accusing him of sensationalizing the issue for attention.

Huang's foray into hygiene comes soon after a controversial comment by Xiaomi founder Lei Jun, who, when asked if Xiaomi would enter the sanitary pad market, said, "If the market needs it, Xiaomi can do anything."

The comment went viral and led to the hashtag #XiaomiSaveSanitaryPads, highlighting growing concern over product safety.

The statement went viral and even triggered the #XiaomiSaveSanitaryPads hashtag, fueling growing alarm about product safety.

Investigations revealed that some manufacturers used recycled defective products, incorporated medical waste, and operated in unsanitary conditions.

Some sanitary pads reportedly had bacterial counts far above safety limits and included illegal fluorescent agents.

Absorption rates fell short of basic standards.

"Buying sanitary pads feels like a blind box. You're gambling with your health," one consumer remarked.

Huang said his approach seeks to change that.

By pricing his product at 15 yuan per pack—approximately 30% lower than leading imports—he aims to offer affordability without sacrificing safety.

His factory is nearly fully automated, and a UV-lit inspection room has been installed to detect yellow stains on cotton.

Before the launch, Huang released his product's quality inspection certificate to the public, placing his reputation on the line.

His efforts drew comparisons to other disruptive innovators in China's tech landscape.

"History shows that true disruptors are often outsiders," Chinese media outlet 163 wrote. "Xiaomi transformed electronics with high-quality, affordable gadgets. Tesla redefined cars with software. Huang Zitao is applying the same 'smart factory + livestream oversight' model to feminine hygiene."

While some doubt the sustainability of a celebrity-led business in such a sensitive sector, others have commended Huang for keeping his word.

"He's controversial, but he followed through—something rare in this industry," one viewer wrote in a livestream comment.

Whether Huang's move is an earnest mission or a calculated public relations strategy, it has reignited national discourse on health, safety, and consumer rights in an overlooked industry.

What began as a celebrity business venture may now be forcing legacy brands to confront long-ignored flaws.