China’s beauty brands, flush with success at home, start to vie for global shelf space
The country’s innovations – particularly in EVs – have created a halo effect, industry executives say
China's beauty industry, once synonymous with affordable and low-quality goods, has undergone a remarkable transformation in recent decades. The rise of Chinese innovations, particularly in the field of electric vehicles, has created a halo effect, propelling the country's beauty brands onto the global stage. Among these brands, C-beauty firms have experienced a surge in popularity, capturing 57.4 percent of China's US$159 billion cosmetics market in 2025.
Proya Cosmetics, the largest C-beauty brand by revenue, is leading the charge in expanding its global footprint. The company's Advanced Firming and Original Repair skincare lines will be sold in 400 Ulta stores and on Ulta.com in the US starting November. Proya has also opened a research and development center in Paris, signaling its commitment to the European market.
Other C-beauty brands, such as Florasis, Joocyee, and Judydoll, have also ventured into international territories, with Florasis recently opening its first overseas flagship shop in Tokyo's prestigious Ginza district.
These brands are not merely imitating their South Korean counterparts, known for their 10-step skincare routines, but are also drawing inspiration from their own unique cultural heritage. Chinese beauty products often feature intricate designs and ingredients derived from traditional Chinese medicine, setting them apart from their competitors.
Despite their success, Chinese beauty brands still face challenges in entering the US market. Trade tensions between Beijing and Washington have led some companies to reconsider their expansion plans, but others remain optimistic about the long-term potential. Florasis, for instance, is focusing on building a sustainable, global business that transcends political divides.
As Chinese beauty brands continue to gain recognition and compete for shelf space in international markets, they are poised to reshape the global cosmetics industry, drawing from the success of their South Korean counterparts and leveraging the unique cultural identities that define their products.
Written by urgent.news from The Business Times - Companies & Markets's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
