Trending in China

PROYA became a Chinese skincare leader through a repeatable commercial system: identify a precise skin concern, turn it into a science-led hero product, explain the benefit clearly on Tmall and Douyin, then improve the line with new research. Attractive packaging supports discovery, but research conversion and channel learning explain more of the brand’s scale.  The […]

Chinese skincare has moved decisively beyond the “affordable alternative” label. In 2025, domestic Chinese skincare brands dominate Tmall’s top 10 beauty rankings, with several surpassing international competitors in both revenue and consumer trust.  The shift reflects systematic investment in dermatological research, biotechnology, and ingredient transparency—not merely packaging upgrades. Here are the 20 brands defining this

Perfect Diary learned that digital reach can create scale quickly, but sustainable growth needs stronger products, repeat demand, disciplined acquisition spending, and better channel economics. The Chinese cosmetics brand, part of the C-Beauty movement and known in China as 完美日记, now sits inside a wider Yatsen transformation built around R&D, hero products, premium skincare, and

Joocyee built its place in C-Beauty by making aesthetics part of the product, not a decorative layer. Glazed finishes, tactile textures, wearable color stories, and multiuse formats turn a visual idea into something consumers can see, swatch, and buy.  That model helps explain the 18 million lip units sold globally in 2025 and revenue growth

Florasis has turned Chinese cultural design into a global beauty language through a clear system: recognizable motifs, tactile craftsmanship, performance-led formulas, and retail spaces that let customers experience the story.  The Hangzhou brand, known in China as Huaxizi, treats culture as product architecture rather than seasonal decoration. Its engraved lipsticks, jade-inspired complexion products, embroidery editions,

Girlcult has built a distinctive identity through creative coherence. Many of its collections draw on mainstream Chinese cultural sources, including classical texts, mythology, historical inventions, and literary worlds. The brand then interprets these references through surreal imagery, metallic finishes, dark beauty codes, and other visual styles associated with youth subcultures.  This combination makes Girlcult makeup

Judydoll is going global through products that make its value visible at first glance. A metal mascara wand, a 0.014 mm eyeliner tip, a multi-use contour palette, and a cooling lip applicator give shoppers concrete reasons to test and share the brand. Joy Group then scales the strongest concepts through fast iteration, accessible prices, social

Flower Knows built global recognition by turning fantasy packaging into a repeatable brand system. Each themed launch coordinates cosmetic formulas, sculpted cases, mirrors, fragrance, gift boxes, creator content, and physical experiences around one visual story. That consistency makes the products easy to recognize in a crowded feed and desirable as display objects. The bigger lesson

Hiring an AI ethics keynote speaker is one of the smartest investments a business leader can make right now. Why? Because AI is no longer a future concern. It is already reshaping how companies hire, sell, serve customers, and make decisions. And the pressure to “move fast” often means the ethical side gets treated as

Chinese makeup brands are gaining global relevance because their strongest players now own clear product territories. MAOGEPING leads premium facial sculpting, Florasis translates Chinese craft into luxury color, Judydoll develops clever application tools, INTO YOU made lip mud its signature, and Funny Elves specializes in complexion makeup for Asian skin. Global demand is starting to