China's Booming Cosmetics Industry
China is one of the largest and fastest-growing cosmetics markets in the world. Younger consumers, the rise of beauty influencers on Douyin and Xiaohongshu, and renewed pride in domestic brands have driven a flourishing local industry. Both international giants and homegrown labels are competing fiercely with innovative formulations, cultural storytelling, and immersive retail experiences. The following ten cosmetics brands stand out in the Chinese market.
1. Perfect Diary
Perfect Diary, under Yatsen Holding, became a phenomenon by mastering social-commerce platforms and engaging Gen Z with affordable, stylish makeup. Its eyeshadow palettes, lipsticks, and collaborations with cultural institutions like the National Geographic and Chinese museums have set new benchmarks for color cosmetics.
2. Florasis (Huaxizi)
Florasis is celebrated for its embossed lipsticks, carved powder compacts, and packaging inspired by traditional Chinese aesthetics. The brand has gained international recognition by combining heritage motifs with modern formulations.
3. Pechoin
Pechoin is one of the oldest skincare brands in China, founded in 1931. It is known for affordable, effective skincare products built around classic ingredients such as herbal extracts and a recognizable retro brand identity.
4. Herborist
Herborist, owned by Jahwa, combines traditional Chinese medicine concepts with modern skincare science. Its Tai Chi formula and Yu Ze line are popular among consumers seeking gentle yet effective skincare.
5. Chando
Chando focuses on premium natural skincare with hero ingredients such as Himalayan glacier water. It has built strong brand equity through high-profile retail counters in shopping malls and a loyal customer base across China.
6. Proya
Proya is a fast-rising mass-market skincare brand known for accessible pricing, science-driven ingredient communication, and strong online performance. Its Double Antioxidant Essence and Ruby cream have become category bestsellers.
7. Inoherb
Inoherb emphasizes herbal-based skincare grounded in traditional Chinese medicine. Its formulations highlight botanical extracts and target a wide range of skin concerns, supported by clinical research.
8. Mao Geping
Founded by celebrated makeup artist Mao Geping, the brand has become a leader in high-end Chinese makeup. Known for couture-level techniques and luxurious formulations, it is favored by professionals and image-conscious consumers.
9. Winona
Winona specializes in sensitive-skin care and dermo-cosmetic products. With a strong reputation for soothing formulations targeting redness and barrier issues, the brand has become a trusted choice in pharmacies and online channels.
10. Carslan
Carslan has been a popular mass-market makeup brand in China for years, known for affordable products with reliable quality. Its foundation, BB creams, and eye products are widely available in supermarkets and beauty stores nationwide.
How Chinese Beauty Brands Compete
Local cosmetics brands have leveraged consumer insights, agile product development, and cultural storytelling to compete with global players like L'Oréal, Estée Lauder, and Shiseido. The Guochao movement has encouraged consumers to embrace homegrown labels, and many brands now feature designs inspired by Chinese mythology, calligraphy, and historical artifacts.
Skincare Trends
Functional skincare, sometimes called "efficacy beauty," is a defining trend. Consumers want clear evidence of ingredient performance, supported by clinical data. Niacinamide, retinol, peptides, and centella asiatica are among the most popular ingredients in product launches.
Makeup Innovation
Color cosmetics are growing rapidly, with eye products, lipsticks, and base makeup leading the way. Brands like Perfect Diary and Florasis have pushed packaging design and storytelling to new levels, making cosmetics not only a beauty product but also a collectible item.
Digital and Social Selling
Livestream selling on Taobao Live and Douyin has revolutionized how cosmetics are marketed in China. Brand founders, key opinion leaders, and key opinion consumers introduce new launches, demonstrate products, and offer exclusive bundles, often generating massive sales in a single session.
Regulation and Safety
China has strengthened its cosmetics regulations through the Cosmetics Supervision and Administration Regulation, encouraging brands to invest in safety testing, ingredient transparency, and quality control. This has also created opportunities for brands that emphasize clean formulations and dermatological credibility.
Choosing the Right Brand
Shoppers should consider their skin type, beauty goals, and budget. Winona is ideal for sensitive skin, Proya and Pechoin are strong everyday skincare choices, while Perfect Diary, Florasis, and Mao Geping cover the full spectrum from playful color makeup to professional artistry.
Conclusion
China's cosmetics industry is undergoing an extraordinary renaissance. The ten brands featured here illustrate how local players combine cultural heritage, scientific innovation, and digital savvy to deliver products that resonate with today's consumers and increasingly attract attention around the world.