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In Huzhou, China, a cosmetics exhibition hall reveals the dramatic transformation of the country's cosmetics market. Many domestic brands excel in texture and fragrance compared to foreign counterparts, according to a staff member at a facility in Daixi, a town outside Huzhou in Zhejiang Province. The Chinese cosmetics market, previously dominated by Japanese, South Korean, and Western brands, is now shifting towards homegrown products, with domestic brands accounting for nearly 60 percent of the market valued at over 1 trillion yuan ($149 billion) last year.

Consumption of cosmetics for men is also on the rise. The Daixi cosmetics development zone, built on the site of a former mining area plagued by dust and mud, exemplifies the economic transformation driven by the expanding market. Founded by a cosmetics company founder who noticed the area's high-quality water, the zone now hosts over 330 cosmetics-related companies and has become one of China's leading cosmetics hubs.

Consumer attitudes have shifted, with the 'bakugai' (explosive buying) boom subsiding and Western brands losing appeal as domestic brands improve in quality and price. Additionally, the growing number of men focusing on their appearance has contributed to market growth. According to a recent study, men accounted for 35.74 percent of cosmetics consumption in 2025, up from 29.31 percent in 2022.

The Chinese government, emphasizing traditional culture, has condemned androgynous portrayals of men, moving to push such images out of public view. While prejudice still exists, younger generations are becoming more accepting of men wearing makeup.