4 top social media for cosmetics in China

The Chinese market is constantly changing and especially for cosmetics where trends are evolving, appearing and disappearing. You have to remain aware of the evolving cosmetics landscape, which count Cosmetics and platforms that set new tendencies. You must know that 60% of Chinese Cosmetics consumers are looking for advice and reviews on social Medias about the product they are about or willing to buy.

Stay up to date with the hottest social media in cosmetics!

Here are the most influential Social Medias platform in the Chinese cosmetics industry, broadcasting the hottest trends on the market!



Launched in 2006, YOKA quickly became a must in the qualitative 2.0 Web experience for Fashion and Cosmetics brands and was the first one to do it, when it was usually a customer experience delivered by luxury brands.  The Social Media is so successful it employs nearly 400 people and opened an office in Shanghai. The platform is highly active and count more than 7 million users who daily provides tips, advice, reviews or rankings on cosmetics and fashion items.



When it comes to beauty products, Kimiss happens to be the biggest specialized online community on Internet. Since its launching in 2007, the site recorded millions of reviews for more than 2500 brands and over 140,000 beauty products. More than 15 million pages are viewed everyday by 1 million daily active users.

Kimiss is now a reference and is THE place where consumers go inform themselves before purchasing the product they targeted, because users can share their experiences and give their opinion on the best use of these products.

Kimiss can help you in your :

Product Promotion

Kimiss is the place where promoting your products will be the most effective, enjoying a massive database of cosmetics data and a huge number of users who want to have further information about cosmetics.

Marketing awareness

The interactivity allows customers to improve the reputation of a brand by providing recommendations, rank products, and publish reviews as a blogger would do. This is an important step for any brand because your reputation in China depends on this.


Kimiss uses an interesting method which consists in operating a partnership with beauty experts who will give feedbacks on products. They will publish content and realize sort of tutorials and give recommendations about products.

Weibo & WeChat

As a web 2.0 site, Kimiss, communication via social networks like Weibo or WeChat is what the website is focusing on. Thanks to a great use of these widely used website, Kimiss can target a large audience and get to know the latest trends.

Kimiss has 280000 fans and has published 10589 posts on Weibo which are mainly good recommendations, product testing etc. …

On WeChat, fans have the opportunity to interact directly with Kimiss employees to ask them questions.

The Kimiss app for smartphones

To increase customer royalty, Kimiss developed its app so users can bring the community everywhere they go.

Kimiss became a very important community and take part in the Chinese consumers’ decision process. This is where you need to base your strategy as a cosmetics company.



Mogujie is a social network much more focused on fashion and accessories with a small part of beauty products and cosmetics. It is a platform acquired in 2013 by Alibaba for $ 200 million that is way the website’s item is redirected to Taobao.

China Daily called this concept original because it perfectly blend shopping online and advice on products, like trendy colours or appropriate clothes for certain occasions. This is a particular customer experience which is highly requested. This why Taobao and Mogujie are so different, Taobao can’t provide such a service.



Meilishuo is a real shopping guide for Chinese consumers since 2009, it is specialized in Womenswear. It literally means in Chinese conversation about beauty. Users can find experts’ reviews, shops, make group orders or share links to shop online and get more information on the most popular products.

Being on Meilishuo, Is like being in a shopping centre with more than 3 million users daily and 164 million of pages viewed every day, which makes an average of 51 pages per user.

The core target of Meilishuo are women aged 20 – 25 years, part of the white-collar class, they have the highest purchasing power in China for this sector. 35% of users of the platform are located in cities like Beijing and Shanghai,

Meilishuo and Taobao & Tencent

Meilishuo used to work in partnership with Taobao but decided to remain independent.

After breaking up with Taobao, Meilishuo developed a proper transaction system by cooperating with Tencent. Users can use their QQ account and this is a great benefit for Meilishuo since it can recover a large amount of user data that can then be reused to make more targeted and personalized product offers. The relationship between QQ and Meilishuo is a win win one since traffic increased for both platforms (20%).

However Meilishuo had to change payment method, since they were using Alipay (Alibaba) to WeChat pay, the Tencent Group payment system.

App developing


Developing a mobile application is one of Meilishuo’s key strategies. Users can go to the website via Ipad, Iphone and Android.

Meilishuo on social networks

Meilishuo has official accounts on highly used social networks where they gather a 40 million fans community. This strategy allows Meilishu to win fans’ interest and broadcast its content.

So, Meilishuo tends to rely on a constantly improving app, they want to differentiate themselves with informality and Yoka has a specific core target: very wealthy customers.

As a cosmetic brand, you need to know to differentiate your strategy and find a clear positioning, but also use social networking intensively to be successful in China to spread content, achieve and preserve your community.

If you want more information regarding what we can do for promoting your cosmetic brand in China, contact us.

Further readings

Follow us on Linkedin


Leave the first comment