China focus: Latest developments in China’s booming beauty market

Go bold or go home: Younger consumers drawn to lip, cheek makeup for self-expression – Chioture​​

C-beauty brand Chioture is seeing growing demand for lip and cheek makeup, which it believes is driving by the younger consumers’ desire for experimentation and self-expression.

The desire to play and experiment with colour is driving them to seek out more affordable products, said Susie Jiang, head of overseas marketing.

Chioture was established in 2009 but relaunched in 2018 to target beauty consumers aged 18 to 24 with affordable makeup products at around RMB30 to RMB50 (USD4 to USD7).

J-beauty brand Sansho Kanken challenged in China by nuclear water fallout, fierce local competition​​

Japanese skin care brand Sansho Kanken attributes slow recovery in China to lingering impact from the Fukushima wastewater release and intensifying competition from domestic brands.

Founded in 1968, Sansho Kanken expanded to China in 2007. It is available in China online and in beauty chain stores like Sa Sa.

Speaking to CosmeticsDesign-Asia​, the brand’s local general manager, Zhang Sheng Jie, estimated that sales in China has been affected by about 20%.

To counter the backlash, it has relied on its marketing activities, such as employing key opinion leaders (KOLs) to ensure consumers its products were safe to use.

Northbound spending: Hong Kong beauty sales at risk as shoppers flock to Shenzhen warehouse stores​​

Beauty retailer Sa Sa says spending in Hong Kong, especially on during weekends and public holidays, is being impacted as locals flock to Shenzhen in search of bulk deals.

American membership-based warehouse chains Costco and Sam’s Club are growing in popularity among the bargain-hunters in China, where the economic recovery continues to be sluggish.

Hong Kong residents are now making increasing trips to their locations in Shenzhen, which is a mere 15 to 20 minutes away by high-speed rail.

The accessibility to these chains has increased significantly as well, with Sam’s Club Shenzhen launching an online shopping and delivery service for Hongkongers in June.

Nanyang flavour: Scent Journer’s localised fragrance opens door to China expansion​​

Singapore-based Scent Journer’s pandan-infused fragrance has gained traction among Chinese consumers seeking unique scents, propelling the brand’s first venture into the market.

Entering the Chinese market has been on the cards since the early stage of business, only that the plan was disrupted by hefty shipment fees, according to founder Joyce Lian.

The fragrances available in China are namely Clouds In Heaven, Dancing Blue Bees, and A Starlit Spell.

In particular, Clouds In Heaven has been a hit among Chinese consumers, who have taken a liking to its “Nanyang flavour”.

Viral C-beauty brand Flower Knows international expansion a ‘major focus’​​

C-beauty brand Flower Knows is pursuing international expansion fuelled by interest from young consumers embracing its 'unique' story and identity.

Flower Knows (花知晓), one of C-beauty’s most buzzworthy brands, recently announced it has entered the US market through retailer Urban Outfitters.

The colour cosmetics brand is a favourite of Generation Z beauty lovers for its ornate and whimsical products.