In today’s dynamic and fast-growing beauty industry, China has become a key market for both international and domestic makeup brands.
In 2020, the market was worth $44 billion and is expected to reach $70 billion by 2025. This growth is being driven by a number of factors, including the rising disposable income of Chinese consumers, the growing popularity of online shopping, and the increasing influence of social media.
With this growth, there has been a surge in the number of makeup brands available to Chinese consumers. The Chinese beauty market is constantly evolving, and new brands are emerging all the time. It is an exciting time to be a beauty lover in China, and there are endless possibilities to explore.
Top 20 Most Popular Makeup Brands In China
L’Oreal
L’Oreal has been able to achieve success in the Chinese market by focusing on quality, innovation, and customer experience. The brand has a strong understanding of the Chinese consumer and is able to meet their needs with a wide range of products and services. L’Oreal is also committed to operating in a responsible and sustainable way, which is important to many Chinese consumers. What you need to know about them?
L’Oreal’s wide range of makeup and skincare products have gained the trust of many customers due to their excellent quality. As one of the world’s leading beauty brands, L’Oreal carries a prestigious image that appeals to Chinese consumers seeking luxury cosmetics.
The brand frequently collaborates with popular Chinese celebrities for promoting its products, thereby increasing its appeal among fans and followers. L’Oreal effectively utilizes social media platforms like Weibo and WeChat to engage with its target audience, providing useful content on beauty tips and product information.
L’Oreal has introduced product lines specifically designed for Asian skin types. The brand is easily accessible through various online shopping platforms such as Tmall Global and JD.com. This makes it convenient for consumers to purchase their favorite L’Oreal products from home.
Its products are safe and reliable for use in China. Partnering with key opinion leaders in China allows L’Oreal to reach a wider audience more effectively. Meanwhile creating an influential impact on potential customers’ purchasing decisions.
By participating in events like the 618 shopping festival, L’Oreal further extends its reach among customers who look forward to special discounts during such occasions. Some L’Oreal products sold within China are made domestically.
Estée Lauder
It is known for its high-quality makeup and skincare products. This luxury brand offers a wide range of items that cater to various preferences and needs of Chinese consumers.
Estée Lauder invests heavily in digital marketing strategies such as partnerships with local influencers (KOLs) and endorsements from celebrities. Additionally, their internet sales revenue skyrocket during major shopping events like China’s 618 festival. Thanks to e-commerce platforms like Tmall Global contributing to their market share growth.
The successful adaptation to Chinese consumer preferences allows them not only to attract attention but also retain loyal customers. They believe L’Oreal among other brands originating from France represents quality and style across generations.
Lancôme
Lancôme is a major player in the Chinese luxury cosmetics market, thanks to exceptional skincare, makeup, and luxury beauty offerings. Their popularity stems from collaborations with Chinese celebrities (Hanashiko, Colorkey, and Judydoll), effective use of ecommerce platforms, staying on top of popular searches, active social media presence, and incorporation of traditional Chinese makeup techniques.
Maybelline
Maybelline is one of the most popular makeup brands in China, beloved by both young and mature Chinese consumers. The brand’s mission to make high-quality cosmetics accessible to everyone. This has resonated with Chinese buyers seeking quality products at affordable prices.
Maybelline’s most widely known product is its mascara. It has been a top seller in China since it was launched there. The brand’s emphasis on innovation and collaboration with local influencers (KOLs) have also helped increase its popularity.
Maybelline’s presence on e-commerce platforms like Tmall and JD.com. Their engaging social media campaigns targeting young consumers have boosted sales revenue for the company in recent years.
Chanel
Chanel is one of the most popular luxury makeup brands in China. Here are some reasons why:
Chanel has a reputation as a high-end brand that emphasizes quality and luxury. The brand has been endorsed by many Chinese celebrities, including Liu Wen and Bai Baihe.
Chanel’s focus on beauty and fashion trends. This is important to young Chinese consumers who are interested in staying up-to-date with the latest styles. The company has adapted its product lines to meet the specific needs of Chinese customers. They created shades of makeup that complement Asian skin tones.
Chanel has a strong presence on social media platforms like Weibo and WeChat, where it engages with fans and shares tips for using its products. The brand also sells its products through major e-commerce sites. So Chinese consumers can purchase their favorite Chanel items online.
M.A.C
The Canadian company offers a wide range of makeup products that cater to all skin types and tones. M.A.C, like others, has collaborated with various Chinese celebrities and influencers to promote its products. They has helped increase the popularity of the brand among young Chinese consumers.
M.A.C designs limited edition collections inspired by traditional Chinese festivals like Lunar New Year as an adaptation to local preferences and trends. This strategy has further boosted its sales revenue on e-commerce platforms.
Dior
Dior’s high-quality products cater to Chinese consumers’ preferences. They worked with top Chinese actresses and models to promote their products. Also collaborated with local Key Opinion Leaders (KOLs) and influencers on social media platforms like Weibo and WeChat.
You can find them on e-commerce platforms like Tmall and JD.com. They investment in digital marketing campaigns focused on promoting their products to Chinese consumers.
Dior’s flagship products in China include their Dior Addict lipstick range, Forever Foundation, and iconic J’adore perfume line. With the rising demand for luxury cosmetics in China, Dior continues to be a favorite among Chinese consumers.
YSL
YSL has gained a strong reputation for its luxury and high-end beauty products. Chinese consumers are drawn to their iconic lipstick shades and elegant packaging. These have become staples in the local market alongside other international favorites like L’Oreal and Estée Lauder.
YSL’s brand image also plays a critical role in its success. With celebrity endorsements and collaborations with local influencers helped to promote their products.
Olay
Olay has been in the Chinese market for over 20 years and has established itself as a trusted brand among Chinese consumers. With an emphasis on scientific research and innovation, Olay has continued to release products tailored to the needs of Chinese consumers. They incorporated traditional Chinese ingredients like snow lotus into their formulas.
Their popularity reasons include: quality products, proven results, adapting to Chinese market, unique formulas and packaging, collaborating with popular Chinese influencers, strong social media presence, and availability on major e-commerce platforms.
Kiehl’s
The company has been around since 1851, but it was only introduced to the Chinese market relatively recently.
Despite this, Kiehl’s has managed to build up a dedicated following among beauty enthusiasts in the country. One of the reasons for their popularity is their focus on natural ingredients and scientific research.
Chinese consumers are becoming increasingly aware of the importance of using natural products that won’t damage their skin in the long term. Kiehl’s commitment to this philosophy has helped them stand out from other brands.
Clinique
This American brand has been found to be a favorite among Chinese consumers due to its high-quality and effective skincare and makeup products. Here are some reasons why Clinique is loved by Chinese beauty enthusiasts:
Clinique’s “3-Step Skincare System” has gained popularity among Chinese women who prioritize a thorough daily skincare routine. The brand’s foundations, powders, and concealers cater to various skin types. Clinique’s makeup products are formulated without parabens, phthalates, or fragrances.
Collaborations with popular Chinese influencers and celebrities have helped increase brand visibility among younger demographics. The brand’s online presence on e-commerce platforms allows for easy accessibility to Chinese consumers.
Shiseido
Shiseido is a Japanese brand. Founded over 140 years ago.
Their skincare line, in particular, has been well-received by Chinese consumers who value traditional beauty practices and effective skincare routines. Shiseido’s emphasis on natural ingredients and anti-aging properties.This way targeting older women who prioritize long-term skin health.
Collaborations with Chinese celebrities such as Yang Mi have also helped raise brand awareness. And with this increased sales in China’s highly competitive cosmetics market.
Innisfree
Innisfree is a popular South Korean makeup brand that has gained popularity in China in recent years. Here are some factors contributing to its success:
Innisfree has partnered with Chinese influencers to market its products. The brand has taken note of Chinese consumer preferences and adapted its products accordingly. They created skincare lines with green tea and other natural ingredients popular in China. Innisfree’s focus is on using natural ingredients.
Their products are available on Tmall and JD.com, making them accessible to online shoppers across the country. The brand has active Weibo and WeChat accounts, where they share product information, and behind-the-scenes content, and engage with followers.
Laneige
Laneige has successfully captured the attention of Chinese consumers with its high-quality skincare and makeup products.
Originating from South Korea, Laneige has adapted to local preferences and trends by incorporating traditional Chinese medicine ingredients into some of its products: rice extract for brightening effects.
The brand has collaborated with the actress Jing Tian to promote its products on Weibo and WeChat. Laneige has a strong online presence on Tmall Global and JD.com. This makes it easy for Chinese consumers to purchase their favorite Laneige products with just a few clicks.
Sulwhasoo
Sulwhasoo is known for its Korean herbal ingredients and traditional beauty philosophy.
Sulwhasoo’s best-selling products in China include its Concentrated Ginseng Renewing Cream and Overnight Vitalizing Mask.
The brand has collaborated with Tang Yan, to promote its products in the Chinese market. Sulwhasoo has also adapted its product offerings to cater to Chinese consumers’ preferences for brightening and anti-aging skincare.
There’s a growing interest among Chinese consumers in high-end beauty products that prioritize natural and traditional ingredients.
The Face Shop
This South Korean brand is known for its natural and eco-friendly products that cater to a variety of skin types. In China, The Face Shop has gained popularity due to its collaboration with local influencers or KOLs. They promoted their products through many social media platforms.
The Face Shop adapted local preferences and trends in the Chinese market. They offer traditional Chinese herbal skincare products that appeal to customers seeking more holistic approaches to beauty and wellness.
Bobbi Brown
Bobbi Brown is known for its natural and understated look. They work with Chinese influencers such as Fei Fei Sun, and Victoria Song. Zhang Ziyi actress promoted their brand too.
It has Tmall and JD e-commerce shops. Bobbi Brown’s high-quality makeup products, including the cult-favorite “Long-Wear Gel Eyeliner,” have made them a favorite among Chinese consumers. They has launched exclusive collections tailored to Chinese skin tones and customer preferences.
On Weibo and WeChat they engaging with fans and keeping up with the latest trends in China’s beauty industry. Bobbi Brown’s availability in airports throughout China allows tourists and travelers easy access to their products.
NARS
NARS’ edgy and bold products have gained recognition in the beauty industry in China. The brand’s iconic blush shades like “Orgasm” and “Deep Throat” have become must-haves in many Chinese makeup collections.
NARS’ sleek packaging and high-quality formula appeal to young fashion-conscious consumers in China. The brand has also leveraged celebrity endorsements from Liu Yifei and Zhou Dongyu.
Neutrogena
Neutrogena is an American brand that was founded in 1930. The company offers a wide range of skincare and beauty products, including cleansers, moisturizers, sunscreens, and makeup.
In China, Neutrogena markets itself as a science-driven brand that uses advanced technology to create effective skincare solutions. Neutrogena’s most popular products in China include its Hydro Boost Water Gel moisturizer and Deep Clean facial cleanser.
Neutrogena has a strong online presence in China and sells its products through e-commerce platforms. The company has also collaborated with Chinese influencers and celebrities to promote its products on social media platforms.
In 2021, Neutrogena announced a new product line specifically designed for the Chinese market called “Neutrogena Bright Boost.”
Shu Uemura
Shu Uemura is a popular makeup brand in China, known for its high-quality products and innovative approach to beauty. Founded by Japanese artist Shu Uemura. The company has gained a following among Chinese consumers who appreciate natural ingredients and unique product formulations.
Shu Uemura also sells skincare products that are designed to nourish and protect the skin. The brand’s focus on eco-friendliness has also helped it stand out from its competitors in China’s crowded cosmetics market.
Factors Contributing To Their Popularity In China
Celebrity Endorsements
Celebrities are considered influential figures by many Chinese consumers, and their endorsement can drive sales for cosmetic companies. For instance, L’Oreal selected famous actress Zhang Ziyi as its spokesperson to cater to the beauty needs of the Chinese market.
Local stars like Angelababy and Zhao Liying have been successful in promoting Perfect Diary’s cosmetics line, built purely on online marketing strategies targeting young urban consumers.
Digital Marketing
With over 900 million internet users and growing social media platforms like Weibo and WeChat, it is no surprise that these brands have invested heavily in their online presence. The use of influencers or key opinion leaders (KOLs) has been particularly effective as many Chinese consumers trust the opinions of influential personalities they follow online.
For example, Perfect Diary’s collaboration with Li Jiaqi, one of China’s most popular beauty influencers, helped boost its sales to over $140 million during last year’s Singles’ Day shopping festival on Tmall Global.
Another trend among these makeup brands is creating engaging content such as tutorials or interactive experiences that offer value beyond just selling products.
Brand Reputation And Image
Companies that have established themselves as high-end or luxurious tend to do well in this market, particularly among younger Chinese consumers who are willing to invest more money in quality beauty products.
In addition to brand positioning, companies also prioritize their image through marketing efforts such as celebrity endorsements and collaborations with influencers. Some examples include Estée Lauder’s partnership with Yang Mi, Shiseido partnering with actress Cecilia Liu, and MAC collaboration with famous makeup artist Val Garland.
Product Quality And Innovation
Chinese consumers have become increasingly aware of ingredient safety and ethical sourcing, leading many brands to prioritize these concerns in their products.
For instance, Perfect Diary, one of the top-selling domestic cosmetic brands in China prides itself on its clean beauty standards and uses high-quality ingredients for all its products.
Innovation is another critical aspect that sets successful makeup brands apart from others. Several examples include Shiseido’s Future Solution LX skincare line – which incorporates advanced technology – or M.A.C’s collaborations with famous designers such as Giambattista Valli for a limited edition collection.
These innovative products grab the attention of customers who seek originality and uniqueness when choosing makeup products.
Collaboration With Local Influencers (KOLs)
Collaboration with local influencers, also known as Key Opinion Leaders (KOLs), has become a crucial marketing strategy for many makeup brands in China. KOLs have strong followings on social media platforms. That’s why these brands are able to reach a wider audience and build trust among Chinese consumers.
Adaptation To Local Preferences And Trends
As foreign makeup brands must be aware of local preferences and trends in order to stay relevant. For example, many Chinese consumers are drawn towards products that cater to achieving a more “natural” look. That’s why BB creams and tinted moisturizers are so popular.
Traditional Chinese medicine-inspired ingredients such as ginseng and pearl powder have become increasingly utilized in skincare products. To successfully adapt to these trends, some global beauty brands like L’Oreal have incorporated traditional Chinese elements into their product lines with much success.
E-commerce And Online Sales Platforms (e.g., Tmall, JD.com, Etc.)
The popular online platforms Tmall and JD.com have become key players in the cosmetics industry. Both domestic and foreign makeup brands are utilizing these sites for sales.
Many international cosmetic names such as L’Oreal and Unilever have opened flagship stores on Tmall. Chinese beauty companies like Hanashiko, Colorkey, and Judydoll sell their products exclusively on this platform.
Social Media Presence And Engagement (e.g., Weibo, WeChat, Etc.)
These channels allow beauty brands to promote their products and amplify brand awareness among Chinese audiences.
For instance, Perfect Diary has over 20 million followers on Weibo and 4 million followers on TikTok (Douyin in China). Here they frequently feature popular influencers (KOLs) using their products in tutorials or sharing reviews of their latest releases.
Social media is also an essential tool for building customer loyalty by creating communities around shared interests or values. This approach is evident when looking at Colorkey Cosmetics’ strategy on Xiaohongshu (RED). The brand organizes interactive campaigns where customers can share pictures showcasing their unique looks using Colorkey’s colorful cosmetic palettes.
Our Agency Can Help You
As a proficient SEO and high-end copywriting agency, we understand the importance of staying on top of makeup industry trends in China. With our expertise, we can help your brand navigate this lucrative market by conducting extensive research on consumer preferences and behavior.
We also offer services such as KOL partnerships, product localization, and traditional Chinese makeup techniques for branding that appeal to local audiences. Our agency can guide you through the regulatory landscape of China’s beauty industry while ensuring compliance with government standards.
With over 1 billion potential customers, entering the Chinese beauty market requires careful planning and execution. Working with our agency ensures that you have access to valuable insights into customer preferences and behaviors specific to this geography.