Chinese beauty (C Beauty) brands, such as Florasis and Proya have expanded into more western markets, developing partnerships with retailers, like Ulta, Nordstrom, Target, and Boots. The beauty industry has now reached a point where Chinese brands can now compete with lower prices, formulation capabilities, and overall visual branding.
Embed from Getty ImagesThe bigger story is that “Made in China” beauty is increasingly becoming ‘designed, formulated, and branded in China.”
Embed from Getty ImagesCompetitive Domestic Market
Due to intense competition in China, newer brands are looking to expand their global reach in pursuit of additional growth opportunities. Chinese beauty exports have increased 12% as of the first half of 2025, with the US, UK, Japan, Indonesia, and the Netherlands as the main export destinations.
Brands are investing in more R&D, formulation technology, automation, and manufacturing facilities to better compete of things such as:
- Sophisticated formulations
- Unusual textures
- Long-wear makeup
- Innovative packaging
- Fast product development
- Competitive pricing
- Rapid response to consumer trends
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