The Rise of C-Beauty: China’s Quiet Conquest of the Cosmetics Industry
The Shift in Global Beauty Dynamics
For years, the beauty conversation has been dominated by French luxury and the innovative wave of Korean beauty (K-beauty). However, a new player is emerging on the scene: Chinese beauty, or C-beauty. This phenomenon is moving from niche interest to influential market force. The pertinent question arises: can C-beauty do for makeup what K-beauty accomplished for skincare?
The Strategy Behind C-Beauty’s Expansion
Chinese brands are actively pursuing global markets, a trend characterized by the term chuhai (出海), which signifies “going abroad.” The intense competition within China’s domestic market has propelled giants like Huawei and Xiaomi into overseas territories. Recently, cosmetics brands are focusing strategically on Southeast Asia, capitalizing on geographic proximity and cultural similarities, as indicated by Fortune.
Impressive Growth Statistics
Recent statistics reveal an undeniable surge. Between 2019 and 2024, C-beauty brands in Southeast Asia registered astounding growth rates of 70% for makeup and 115% for skincare, according to data firm Euromonitor. This is not just a fleeting trend; it’s a considerable shift in the marketplace.
France’s Quick Response
In light of these developments, L’Oréal has made significant investments in Chinese cosmetics brands, including a minority stake in the skincare brand Lan. Vincent Boinay, L’Oréal’s CEO for North America and China, remarked, “Investing in China is investing in the future.” This illustrates how global giants are keenly observing and adapting to the changing tides of beauty preferences.
The Case of Sheglam: A Unique Approach
A standout example is Sheglam, which emerged from the fast fashion giant Shein. With just a small team, they generated $400 million in annual sales, primarily outside of China. Unlike many brands that first find success in China before venturing abroad, Sheglam has been designed for global consumers from the beginning. However, as noted by Jing Daily, its challenge lies in establishing a unique identity beyond affordability and collaborations with popular franchises.
Changing Trade Dynamics
According to South Korean Customs, imports of Chinese cosmetics into South Korea hit a record $71.76 million in 2025, reflecting an 84% increase from the previous year. This indicates a significant shift, as previously dominant K-beauty increasingly embraces products from its Chinese neighbor.
The New Paradigm: Innovation Over Imitation
Breaking the “Cheap Copy” Stigma
China has transitioned from being labeled as “the world’s factory” to becoming a trendsetter in its own right. This change has been supported through significant investments in research and development, totaling approximately $1.03 trillion in 2024.
Merging Tradition with Modern Science
One of the distinguishing features of C-beauty is its ability to integrate traditional Chinese medicine with cutting-edge biotechnology. This fusion is not merely about adding traditional herbs to contemporary formulas, but about a thorough integration of ancient wisdom into modern scientific frameworks.
The Influence of Pop Culture and Social Media
The burgeoning popularity of Chinese pop culture enables greater acceptance of C-beauty products. Platforms like Douyin, the Chinese version of TikTok, have birthed beauty aesthetics such as “doll-like radiance” and shaped product offerings tailored for these looks.
Reconfiguring the Global Beauty Landscape
Collaborations and New Alliances
The global beauty landscape is undergoing a transformation. South Korea remains a rival but also a partner, as evidenced by C-beauty brands collaborating with Korean manufacturers to enhance quality. Furthermore, France, while facing challenges, is positioning itself as a strategic ally rather than an adversary, facilitating new Franco-Chinese partnerships.
Southeast Asia: A Testing Ground
The Southeast Asian market is emerging as a critical area for C-beauty brands. For instance, Joy Group plans to launch stores in Malaysia, having already introduced boutiques in Singapore. Adapting products like sunscreen-enriched cushions will be crucial for success in the tropical climate.
Challenges Ahead: Inclusivity and Skepticism
Addressing Racial Inclusion
C-beauty also inherits issues faced by K-beauty, such as limited shade ranges for diverse skin tones. As brands aim to penetrate markets like Brazil and Nigeria, they must consider how to provide inclusive options rather than perpetuate existing exclusions.
Navigating Western Skepticism
Despite progress, skepticism about the quality of Chinese products remains. Many Western consumers still perceive C-beauty as affordable copies rather than innovative leaders, presenting a significant hurdle for brands trying to enter Western markets.
The Future of C-Beauty
The C-beauty industry is poised for robust growth, anticipated to reach $49.2 billion by 2035, surpassing K-beauty in both size and growth rate. The key question is whether C-beauty can evolve from merely responding to trends to setting them. Will it offer inclusive products derived from understanding past mistakes or replicate exclusionary practices with a fresh facade?
As the beauty landscape shifts, the world watches attentively. The growing popularity of brands like Florasis and Judydoll suggests a burgeoning acceptance of C-beauty, indicating that perhaps “made in China” will soon transform into “created in China,” leading to greater respect in the global beauty arena.