5 tips to boost the online presence of beauty brands in China. (Update 2024)

Internet and social media platforms play an important role in the daily life of Chinese female consumers.

Boosting online presence in the beauty industry in China requires a strategic approach tailored to the unique digital landscape. The battle of marketing and sales in Online in 2024… but you already know that right ?

5 tips for 2024:

  1. Leverage Social Commerce Platforms: Utilize platforms like Tmall and JD.com for e-commerce. These sites are not just sales channels but also spaces for brand storytelling and consumer engagement.
  2. Engage with Short Video and Live Streaming: Platforms like Douyin (TikTok’s Chinese version) are essential for marketing. Live streaming, in particular, has become a powerful tool for real-time engagement and sales.
  3. Incorporate KOLs and Influencers: Key Opinion Leaders (KOLs) and influencers have immense sway in China. Collaborate with them to reach broader audiences and build trust.
  4. Utilize WeChat for Marketing and CRM: WeChat’s ecosystem offers numerous functionalities for marketing, customer service, and CRM. Customized mini-programs on WeChat can provide unique user experiences.
  5. Adapt to Local Preferences and Trends: Stay attuned to local beauty trends, preferences, and cultural nuances. This includes product development, marketing campaigns, and customer engagement strategies.

Social media is a powerful tool to beauty brands that want to boost their presence in China.

In China there are 634 million internet users and 91% of them have a social media account. Around 500 million people use mobile devices to access to internet and they spend an average of 46 minutes per day on social media platforms.

The common Chinese user follows eight brands via social networks and more than 68% of Chinese shoppers in 2023 make purchasing choices based on information that they find and read on social media platforms.

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This trend has been a revolution for the Chinese market and has changed the marketing strategies of the companies, therefore brands have to focus their efforts and marketing strategies on social networks.

Beauty is the luxury category with most presence on social media platforms in China.
Nonetheless, international beauty brands have to continue to improve their digital strategies in China.

As for insights into the 2025 beauty market:

  1. Growing Demand for Premium Products: Chinese consumers are increasingly looking for high-quality, premium beauty products, reflecting a shift towards luxury and exclusivity.
  2. Preference for Local Brands: There’s a rising trend of ‘Guochao’ where Chinese consumers show a preference for local brands that incorporate traditional Chinese elements.
  3. Digital-First Consumer Behavior: The majority of beauty product discovery and purchasing happens online, making digital channels crucial for marketing and sales.
  4. Personalization and Technology: Advanced technology, such as AR and AI, for personalized product recommendations and virtual try-ons are gaining popularity.
  5. Sustainability and Clean Beauty: There is a growing awareness and preference for sustainable, clean beauty products among Chinese consumers.

There are 2 kinds of luxury beauty brands in regards to their market position. Some of them are positioned as “exclusive” luxury categories while other are positioned as “accessible” brands. As a consequence of this, the “accessible” luxury beauty brands have to reach more consumers and therefore must create more online campaigns than the “exclusive” categories.

The luxury beauty companies with most and better online presence in China are Lancôme, Estée Lauder, and Sephora according to a report about the luxury beauty companies’ digital proficiency in China.


The report classified the digital proficiency in China of 84 beauty companies in five different categories. Only Lancôme, Estée Lauder, and Sephora have been classified in the “genius” category while other 12 brands were situated in the “gifted” category. On the other hand the remainder of the brands were labeled as “average,” “challenged,” or “feeble” in their online presence in China

That means that beauty brands have to change their digital marketing strategies in order to boost their online presence in China.

There are some techniques than luxury brands can keep in mind to improve their digital presence in China.

Presence in different social mediaplatforms:

The majority of beauty brands have an account on Sina Weibo, the most popular microblogging platform in China.

Nevertheless, only 61% of those brands have accounts on WeChat, the largest messaging app in China with more than 900 million users. Douyin 800Millions user in China , RED 350Millions

That is a mistake because an increasing number of Chinese consumers are using WeChat, RED, Douyin  and to the contrary Sina Weibo is losing members and the 37% of those users who stopped using Weibo have begun to use WeChat, according to a Chinese government report.

In addition, there are many others social media platforms such as Douyin, RED, WeChat that brands should assess because they can be useful to reach to more audience.

Little Red Book (Xiaohongshu) is HOT

Little Red Book, also known as Xiaohongshu, is a unique blend of social media and e-commerce platform, which has become increasingly influential in China’s beauty industry. It’s a space where users share product reviews, beauty tips, and lifestyle content. For beauty brands, it’s an invaluable platform for brand exposure and engagement. The user-generated content on Little Red Book plays a significant role in influencing purchase decisions, especially among younger consumers. Brands can leverage this by actively engaging with the community, partnering with influencers, and creating authentic content that resonates with the audience.

Most Useful Chinese Social Media To Promote Your Brand in China

Douyin and Beauty Brands

Douyin, the Chinese equivalent of TikTok, has emerged as a vital platform for beauty brands in China. Its short-video format and high user engagement rates offer a dynamic way to showcase products, beauty tutorials, and brand stories. Beauty brands are leveraging Douyin for creative marketing campaigns, influencer collaborations, and interactive content to engage with a younger audience. The platform’s integration with e-commerce allows for direct product links in videos, facilitating immediate purchases and increasing conversion rates. As such, Douyin has become a key player in the digital strategy of beauty brands in China.

Douyin (Tiktok): The Battle Ground Of Beauty Brands In China

Adapt online strategies to mobile devices:

Around 49% of all beauty brand searches on Baidu have been made via mobile devices but only few brands have a mobile-optimized site.


In addition many brands with a WeChat account link their accounts with desktop sites instead mobile sites and only 13 beauty brands have links directly to e-commerce on their mobile sites.

Beauty brands should improve their mobile sites in order to facilitate consumers’ navigation and boost their sales.

Influencers in China  in 2024

Key Opinion Leaders (KOLs) in China

In China, Key Opinion Leaders (KOLs) are pivotal in shaping consumer preferences and driving purchasing decisions, especially in the beauty industry. These individuals, often with massive followings on platforms like Weibo, Douyin, and Xiaohongshu, wield significant influence due to their perceived expertise, authenticity, and relatability. Beauty brands collaborate with KOLs for product endorsements, content creation, and even co-branding initiatives. The credibility and trust KOLs have with their followers make their endorsements highly effective in reaching target audiences and influencing sales. For brands, working with the right KOL can mean tapping into a loyal and engaged community, thereby greatly enhancing brand visibility and reputation.

Testimonials and Key Opinion Consumers (KOCs)

Testimonials from Key Opinion Consumers (KOCs) are becoming increasingly valuable in China’s beauty industry. Unlike KOLs, KOCs are everyday consumers who have smaller but highly engaged followings. Their testimonials are perceived as genuine and relatable, often resonating more with the average consumer. Beauty brands are recognizing the power of KOCs in creating authentic narratives around their products. These individuals share their real experiences and results, which can significantly influence their followers’ purchasing decisions. Engaging with KOCs allows brands to amplify their message in a more grassroots, word-of-mouth manner, complementing the broader reach of KOLs.

LiveStreaming in China : entertainment showbusiness

Livestreaming has revolutionized the beauty industry in China since 34 years , becoming a vital marketing and sales channel. Platforms like Taobao Live, Douyin, and Kuaishou, (even RED)  host thousands of livestream sessions daily, where hosts demonstrate products, share beauty tips, and interact with viewers in real-time.

This format offers an immersive and interactive shopping experience, allowing consumers to see products in action and ask questions live. For beauty brands, livestreaming is a powerful tool for direct sales, brand storytelling, and customer engagement. The ability to reach consumers directly and instantaneously has made livestreaming an indispensable part of the digital marketing strategy in China’s beauty industry.

90% of Chinese consumers have experienced livestreams Shopping

Li Jiaqi: The King of KOLs in China

Li Jiaqi, often dubbed as the “King of KOLs” in China, has redefined influencer marketing in the beauty sector. Known for his charismatic personality and extensive knowledge of makeup, particularly lipsticks, Li Jiaqi has amassed a massive following across platforms like Taobao and Douyin. His ability to sell thousands of products within minutes during his livestreams showcases his incredible influence and the trust he has built with his audience. For beauty brands, collaborating with Li Jiaqi means gaining access to his vast and loyal fanbase, and it often results in significant spikes in sales and brand recognition. His endorsements are highly sought after, and his impact on the beauty market in China is unparalleled.

Develop Window mobile website: just for Branding

Chinese consumers are more willing to purchase beauty products online than any other in the world. Over the last years the number of online transaction related to beauty products has rapidly increased.

BUT NEVER try to sell on your website… use Ecommerce platform 

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The most popular products online are color cosmetics, fragrances and skincare products.

Advanced SEO strategy: forcus on Problems 

Brands without presence in the first pages on search engines have much less probability to reach Chinese consumers and therefore they will lose benefits.


Only 6% of beauty brands are situated in the first page on the Chinese search engine.
Brands which want to be found by Chinese consumers have to be well positioned on Baidu.

Improve User experience :

In order to motivate consumers to purchase your product it is important have a fast and user-friendly website. Also, online sites must include toll-free customer service and a store locator.


Following the previous steps beauty brands have the opportunity to improve their online presence in China. However it is necessary to have an efficient marketing strategy in order to study the market, understand the potential customers and know what social platforms are the most convenient. If you are interested to boost your presence in the Chinese market, don’t hesitate to contact us!



Gentlemen Marketing Agency (GMA), as a powerhouse in the Chinese digital marketing space, offers transformative advantages for beauty brands, backed by compelling case studies and strategic partnerships:

  1. Targeted Audience Reach: GMA offers tools and insights for beauty brands to precisely target their desired audience segments in China, optimizing marketing effectiveness.
  2. Cross-Platform Strategies: Through GMA, brands can develop integrated marketing campaigns across various platforms like Weibo, Douyin, and Xiaohongshu, ensuring a consistent brand message.
  3. Data-Driven Insights: GMA provides valuable consumer data and market insights, enabling beauty brands to tailor their strategies to evolving trends and preferences in the Chinese market.
  4. Collaboration Opportunities: Access to a network of influencers, KOLs, and KOCs through GMA allows beauty brands to engage with key figures in the industry for impactful collaborations.
  5. E-Commerce Integration: GMA helps in leveraging China’s vast e-commerce ecosystem, integrating sales channels with marketing efforts for streamlined consumer journeys and higher conversion rates.


  • Hello
    We are a Guangzhou Amarrie Cosmetics a Distributor of Cosmetics in China and we are searching to sell Western Beauty brands from Eruope or USA
    Contact me for more information

  • Patrick H

    Very good article! I usually don’t comment but the information here was very useful. Thank you team.

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