Chinese beauty products trendy overseas

In recent years, the trend of Chinese style has gained popularity overseas, and emerging beauty brands are also leveraging this trend to seize new consumer markets.

At a cosmetics store in Guangzhou city, capital of Guangdong province in south China, Ruan Suyun and her friends are selecting cosmetics. She said that they used to prefer cosmetics from Japanese, Korean, and Western brands. However, they now prefer Chinese-style beauty brands, and most of the previously foreign products at home have been replaced with Chinese brands.

To attract young consumers, Chinese-style beauty makeups have diversified with youthful elements in recent years. They no longer simply adhere to traditional Chinese elements but also incorporate new elements such as cute and sweet style, minimalist style, and elegant style. Chinese-style beauty products now exhibit different styles.

With the popularity of Hanfu (traditional costume of the Han ethnic group) and the rise of domestic costume dramas, Chinese aesthetics and Chinese-style makeup have gradually emerged. Riding on this trend, Chinese-style beauty brands have rapidly risen and maintained growth momentum.

According to data from the General Administration of Customs of China, the total export value of cosmetics in 2023 was 26.37 billion yuan, a year-on-year increase of 39.3%. Among them, exports to South Korea amounted to 1.08 billion yuan, an increase of 265% year-on-year, while exports to Vietnam amounted to 130 million yuan, an increase of 256% year-on-year.

Source: CCTV News; trans-editing by Wang Yunya