SHANGHAI, China | October 26, 2026 | Chinese cosmetics brands are stepping up their international expansion, using competitive pricing, product innovation and traditional Chinese-inspired designs to win shelf space in overseas markets as domestic competition intensifies.
Brands are increasingly moving beyond online sales to establish physical stores, build partnerships with foreign retailers and invest in research and development overseas. Their expansion comes after local companies strengthened their positions in China’s vast beauty market, challenging the long-standing dominance of international brands.
China’s cosmetics market recorded transaction value exceeding 1.07 trillion yuan, or about US$151.6 billion, in 2024, according to the country’s National Medical Products Administration. The agency reported more than 20,000 cosmetics enterprises as of October 2025, reflecting the scale of an increasingly competitive industry.
Among the companies pursuing international growth are Proya Cosmetics, Florasis, Joocyee and Judydoll. Their strategies include skincare innovation, distinctive packaging, retail partnerships and designs inspired by Chinese culture. Florasis, for example, has built its identity around ornate cosmetics and traditional Chinese aesthetics, while other brands are seeking wider distribution through overseas retailers and physical stores.
The export trend is also evident among Chinese manufacturers. The Shanghai municipal government reported in August 2026 that cosmetics exports by Chando Group exceeded 30 million yuan, or about US$4.2 million, from July 2025 to June 2026, more than doubling from the previous year. Exports from Shanghai’s Oriental Beauty Valley cosmetics industry cluster reached 1.95 billion yuan during the reported period, up 34.1% year on year, with products reaching more than 60 countries and regions.
China is also strengthening its regulatory framework to support product innovation and industry development. In November 2025, the National Medical Products Administration introduced 24 reform measures covering innovation, product registration, safety monitoring and closer alignment with international standards. The reforms aim to improve the industry’s competitiveness while maintaining cosmetics quality and safety.
Despite their domestic gains, Chinese brands still face challenges in building recognition and consumer trust abroad. They must compete with established international companies and South Korean beauty brands, which have developed strong global followings through entertainment, social media and skincare trends. Overseas expansion also requires companies to meet local regulations, understand consumer preferences and establish reliable distribution networks.
The industry’s next challenge will be turning strong domestic sales and growing exports into lasting international brand recognition. For Chinese beauty companies, success will depend not only on product prices and distinctive designs but also on product quality, consumer confidence and the ability to compete in diverse markets.
Paraluman P. Funtanilla
Paraluman P. Funtanilla is Tutubi News Magazine's Marketing Specialist and is a Contributing Editor. She finished her degree in Communication Arts in De La Salle Lipa. She has worked as a Digital Marketer for start-up businesses and small business spaces for the past two years. She has earned certificates from Coursera on Brand Management: Aligning Business Brand and Behavior and Viral Marketing and How to Craft Contagious Content. She also worked with Asia Express Romania TV Show.
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
