Chinese Cosmetics Brands Are Developing Thanks to Herborist and Innoherb (2026)
China’s economic growth is currently experiencing a slowdown. The consumer goods market fast moving was 3.5% in 2015, one of the lowest growth was seen. While the cosmetic market is experiencing an impressive growth of 12.8%.
This rapid growth can be explained by the change in Chinese consumption. The Chinese have a new way of life with wealth and income increasing, they have a higher standard of living. They are willing to pay more for products of better quality but also consume a wider range of products than before.
People take more care of their skin through masstige brands, a new trend is created. Regarding beauty products, people will tend to choose products at higher prices. In the make-up market, people are consuming more and more with the upgrading of some brands. In China, a new trend of “nude look” is very popular, attracting many consumers looking for products such as BB Cream, lipstick, eyeliner, eyebrows.
The rapid growth of the cosmetics market is also linked to new players: Chinese beauty brands. For 3 years, international brands stagnate in their sales. In 2015, Chinese brands occupy half of the brands in the Top 10 of the best cosmetic brands.
Key Strengths of Chinese Cosmetics Brands
- Masstige and Premium positioning
- Natural and High-tech innovation combining herbs with advanced technology
- Focus on Hydration: moisturizers took 27% of facial cream volume in 2015
- Targeting New generation consumers post-90 years
- Trend of Masks: 48% of China bought face masks in 2015
The evolution of Chinese consumption allows acceleration of the cosmetics market, with consumers willing to pay more for innovative products. Chinese beauty brands become more dominant than before.
What Changed Between 2015 and 2025
By 2025, the China beauty market reached an estimated value of over $70 billion USD, with domestic brands now controlling more than 55% of the mass and mid-premium segments. Brands like Proya, Florasis, and Winona have moved from local challengers to mainstream leaders. The face mask category alone grew to represent a $5 billion+ segment. Skincare still leads, but color cosmetics and body care are catching up fast, driven by post-90s and Gen Z consumers who shop across Douyin, Xiaohongshu, and Tmall simultaneously. International players such as L’Oréal have responded by investing heavily in local R&D and launching China-first product lines, a strategy we helped advise at Cosmetics China Agency for several campaigns targeting Tier 2 and Tier 3 cities.
Xiaohongshu and UGC: How Chinese Brands Build Trust in 2026
Xiaohongshu (Little Red Book) has become the primary discovery platform for beauty products in China. Chinese domestic brands use it aggressively: seeding products with micro-KOLs, encouraging user reviews with real skin results, and building community around ingredients like niacinamide, centella asiatica, and traditional Chinese herbs. UGC on Xiaohongshu converts better than paid ads for skincare. A single authentic review from a real user with visible before/after results drives more trial than a banner campaign. International brands entering China need to match this level of content volume and authenticity to compete with domestic players who have built this habit over years.
FAQ: What Brands Ask About Chinese Cosmetics Market
Q: Are Chinese domestic brands a real threat to international cosmetics companies?
Yes. By 2025, Chinese brands like Proya and Florasis compete directly in the mid-premium segment that used to belong exclusively to Western brands. They move faster on trends, price more aggressively, and have a native advantage on platforms like Xiaohongshu and Douyin. International brands need a China-specific strategy to stay competitive.
Q: What ingredients are Chinese consumers most interested in in 2025-2026?
Traditional Chinese medicine (TCM) ingredients are trending: ginseng, pearl extract, and centella asiatica. At the same time, science-backed actives like retinol, peptides, and vitamin C remain strong. Brands that combine both angles, natural heritage with clinical efficacy, get the best traction with educated Chinese consumers.
Q: How should a foreign cosmetics brand position itself against Chinese domestic competitors?
Lead with origin story and safety credentials. Chinese consumers still associate French, Korean, and Japanese brands with quality assurance and heritage expertise. Then localize your content, your KOL partnerships, and your product naming. Competing on price alone is a losing strategy against domestic brands that have the cost advantage.
Looking for help? Our cosmetics marketing in China can support your brand’s entry into China.
See Also
See also: Chinese Beauty Market Trends | Xiaohongshu Marketing for Cosmetics Brands | China Skincare Market Guide
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