Chinese beauty brands are accelerating their global reach. In 2024, China's exports of cosmetics and personal care products hit 51.2 billion yuan ($7.2 billion), an 11.9 percent year-on-year increase, according to data from the industry research center of the China Association of Fragrance Flavour and Cosmetic Industries.

Industry experts believe that to build recognition and reputation overseas, Chinese beauty brands should effectively integrate Chinese culture into their brand development while pursuing unique competition strategies.

"Ingredients from traditional Chinese medicinal herbs are at the core of our product formulations and represent the key to exploring overseas markets," said Xie Yong, president of DR PLANT Biotechnology Co Ltd. In recent years, the company's skincare products featuring high-altitude plant extracts have achieved sustained sales growth in markets such as Japan and Indonesia.

"Skincare products require long-term use before consumers can see results. To help overseas customers quickly understand our brand culture, DR PLANT Biotechnology Co Ltd primarily establishes dedicated brand stores abroad," Xie explained. These stores not only introduce product details but also immerse consumers in traditional Chinese medicine culture through gua sha massage, herbal essential oils, and herbal beverages.

This October, the company will open a new store in Bangkok, Thailand. "The store interior will be designed like a small museum. We'll introduce dendrobium, a traditional Chinese herb, to help more consumers understand this plant. We hope our brand building remains rooted in traditional Chinese culture while serving as a vehicle to promote Chinese culture overseas," Xie said.

"As the appeal of Chinese culture grows, domestic products are gaining more advantages in attracting global consumers," said Yan Jiangying, director-general of the China Association of Fragrance Flavour and Cosmetic Industries. According to Yan, weaving Chinese cultural elements into brand stories not only strengthens international recognition but also drives global expansion.

"From a consumer perspective, China's cultural influence continues to rise, with concepts like 'Eastern aesthetics' and 'herbal wellness' appealing to overseas consumers," Yan explained, adding that from a brand communication standpoint, cultural elements make brand stories more compelling. For example, designs incorporating traditional embroidery, blue-and-white porcelain, or Dunhuang murals can generate viral discussions on social media at home and internationally.

As variations in consumer demand across regional markets grow, adopting tailored strategies based on local conditions is essential for the global success of Chinese beauty brands.

Several cosmetics brands under the JOY GROUP, a leading Chinese multi-brand beauty group, have demonstrated strong overseas momentum in recent years, now selling in more than 50 countries and regions.

"Understanding preferences of overseas users and executing effective localization are central to our international marketing," said Kong Fanqi, general manager of the JOY GROUP. To better serve global consumers, the company has built localized teams in overseas markets.

Many Chinese beauty brands have already established overseas research and development centers and factories to support localized operations. Overseas R&D centers allow direct study of local consumer needs and regulatory requirements, while factories in target markets reduce tariffs, shorten logistics cycles, and strengthen supply chain stability. This is especially advantageous for skincare products that need cold-chain transportation to maintain freshness. A localized presence also helps international consumers perceive brands as global players, strengthening trust in their products.

In recent years, Chinese beauty brands have made continuous progress in technological R&D, establishing comprehensive industrial chains that cover raw materials, formula development, and large-scale manufacturing. This creates strong momentum for their global expansion.

For instance, Shandong Freda Biotechnology Co Ltd, a pharmaceutical-concept cosmetics R&D enterprise, supplies raw materials such as hyaluronic acid, polyglutamic acid, and pro-xylane to cosmetic enterprises in more than 70 countries and regions.

"Technological innovation plays a decisive role in product competitiveness," said Gao Chunming, chairman and general manager of the company. Gao noted that in 2024, the company invested 199 million yuan in R&D, which is a 20.05 percent increase from the previous year. It has also established a provincial engineering research center for skincare technology and a synthetic biology R&D center, equipped with professional research teams and advanced testing equipment. Every new product undergoes rigorous safety and efficacy testing before entering the market.

According to Yan, the technological sophistication of Chinese beauty products has advanced significantly in recent years. Looking ahead, Yan believes Chinese cosmetics brands will continue to accelerate their global expansion over the next three to five years.