According to Asia One, Huang offered the pad samples at a price of 0.01 yuan (US$0.0014) each and highlighted their superior absorption rate compared to other brands in his live stream. The singer also emphasized his brand’s commitment to transparency, stating that consumers would be able to witness the production process of the feminine pads via a 24-hour live stream from his factory.

Huang shared that his wife, Chinese singer Xu Yiyang, and his female employees had tested the products over a 90-day period, ensuring the quality of the pads before their release.

His decision to launch his own line of feminine hygiene products follows a major scandal involving subpar pads in China. In March, China’s state broadcaster CCTV exposed Liangshan Xixi Paper Products, a waste recycling company in Shandong province, for allegedly buying sanitary napkins and baby diapers that were supposed to be disposed of from well-known brands, repackaging them, and reselling them at inflated prices—ranging from 260 yuan per ton to as high as 8,000 yuan per ton, according to the Global Times.

Angered by the scandal, Huang took to his Weibo account, expressing his disgust.

“I really can’t take this anymore, it’s too disgusting!” he said during a live stream. “The manufacturers really deserve to go to the 18th level of hell. They don’t deserve an easy death after making money this way.”

At 32, Huang is a former member of the K-pop group EXO, leaving the group in 2015 due to health reasons. He subsequently returned to China, where he has since built a successful solo career.

According to the South China Morning Post, he inherited an estimated US$3 billion fortune from his late father Huang Zhongdong.