Cross-border e-commerce has boosted cosmetic sales in China

From my point in Shanghai, where I’ve advised multinational beauty brands on market entry strategies, it’s clear that platforms like Tmall Global douyin and JD.hk have not only “democratized” the access to international products in China… but also make unprecedented growth in cosmetic world.

In 2025, China’s cosmetics retail sector reach sales of approximately RMB 229.1 billion in the first half alone, marking a 2.9% YtY increase, largely driven by online channels., #ecomemrce.

This surge aligns with broader trends where cross border e-commerce imports and exports reached 2.75 trillion yuan, up 15.5% from the previous year.

The market’s projected trajectory is even more promising, with the cross-border e-commerce sector valued at USD 90.85 billion in 2025 and expected to hit USD 312.12 billion by 2034 at a CAGR of 14.7%. Beauty and personal care products constitute about 28% of these cross-border imports, underscoring their pivotal role.

China has become one of the largest cosmetics markets in the world.  

Foreign e-commerce platforms are gaining popularity among Chinese cosmetic consumers.

Cross border e-commerce, also known in China as “hai tao” is rapidly growing in the Asian giant as consumers are more willing to purchase products that are not available or are very expensive in their own country.

Over the last years, the popularity of e-commerce among Chinese consumers has dramatically increased due to different reasons. The main reasons are the convenience and the vast number of products that e-commerce sites offered to consumers.

Another reason why Chinese consumers are purchasing cosmetics on cross border platforms is the proliferation of fake products in the Chinese market. Most of consumers trust much more in the authenticity of cosmetics which are sold via overseas e-commerce sites than in Chinese platforms.

 

In terms of market demand, Chinese consumers—particularly the burgeoning middle class and Gen Z demographics ere increasingly sophisticated, prioritizing “premium” brand with , authentic, and innovative cosmetics from abroad.

This demand is amplified by social media influencers and live-streaming on platforms like Douyin, where beauty categories generated nearly RMB 20 billion in gross merchandise volume in July 2025 alone, up 31.7% year-on-year. Here are a few key bullet points highlighting the demand drivers in the cosmetics market:

• Premiumization and Quality Focus: Over 56% of cross-border shoppers emphasize product quality and origin, with strong preferences for organic, clean beauty, and cruelty-free options—evident in the 28% share of beauty imports via cross-border channels.
• Diverse Category Growth: Skincare leads, but fragrance and makeup are surging; for instance, Korean beauty products have dominated due to innovative formulations and appealing packaging, capturing significant shares during events like Cosmoprof Asia 2025.
• Lower-Tier City Expansion: Demand is no longer confined to Tier 1 cities; rising incomes in smaller urban areas have boosted online purchases, with 188 million cross-border platform users in 2023 nearly tripling over seven years.
• Event-Driven Spikes: Shopping festivals like Double 11 and 618 drive peaks, with beauty GMV on major platforms reaching CNY 60-70 billion during the 2025 June 18 event, up over 10% year-on-year

 

Through e-commerce platforms, consumers can buy without get out of their house and they have also access to foreign products that are not sold on brick and mortar stores in China.

Read: Introduction to China’s Most Popular Cross-Border Ecommerce Platforms

Now, Chinese online shoppers have the opportunity to buy products via cross-border e-commerce platforms.

Since the creation of the Free Trade Zone, many foreign e-commerce sites have expanded their business to China in order to take advantage of the e-commerce boom in China and the desire of Chinese consumers to purchase western goods.

 

 

Mainly, Chinese online shoppers buy the most products from e-commerce sites based in the United States followed by Hong Kong, Malaysia, Netherlands, South Korea, Denmark, Japan, Taiwan, UK and Sweden.

Related to cross border e-commerce platforms, young and well-educated consumers are the biggest online spenders in China. These shoppers prefer foreign e-commerce sites due to the product quality and authenticity.

Skin care products, color cosmetics and perfume are some of the most popular categories which are bought from overseas platforms.

 

Where Chinese online shoppers can buy foreign cosmetics?

There are many “ hai tao” platforms in China, but Amazon, Sasa and Tmall international are probably the most popular cross border e-commerce sites among Chinese cosmetic consumers.

Thanks to these websites and the obsession of Chinese population with beauty, cosmetics sales in China are rapidly growing.

 

From my experience consulting on market trends, e-commerce has fundamentally changed the game in China by breaking traditional barriers and creating a hyper-efficient ecosystem.

1-, it offers unparalleled accessibility: With over 54% of cosmetic sales occurring online in 2025 and projected to grow at an 11.1% CAGR via hrough 2031, Chinese consumers in remote areas can now access global brands instantly via mobile apps, avoid physical retail limitations.

2-, variety and personalization have exploded; platforms integrate AIdriven recommendations, virtual try-ons, and influencer collaborations, allowing brands to tailor offerings to diverse preferences, from clean beauty to K-beauty innovations.

3-, cost efficiencies and speed: Cross-border models like bonded warehouses enable duty-free pricing and one-hour deliveries in major cities, reducing logistics hurdles and fostering impulse buys—evident in the 5% overall beauty market growth in 2025, the strongest since 2021.

4-, it boost smaller players; domestic firms like Kans have thrived on live-streaming, while international brands test markets with minimal upfront investment.  , e-commerce hasn’t just boosted sales, it’s redefined consumer engagement, making China’s cosmetics market more inclusive, innovative, and globally competitive.

Looking ahead to 2026, with projected cross-border retail e-commerce sales hitting USD 139.5 billion, many businesses must prioritize digital agility to capitalize on this Boost.

 

Nonetheless, these Brands have to promote themselves in China in order to attract a major number of consumers. It is essential have visibility on Chinese search engines such as Baidu , Rednotes, Douyin …but 

In addition, in order to gain the confidence of Chinese shoppers, cross border e-commerce sites have to integrate Chinese online system payments, and work on Truth, erputation. 

 

Do you want to sell your cosmetics in China?

Don’t hesitate to contact us, we are your Digital Marketing Agency in China.

To go further:

• • Why Beauty brands in China need nice Photos and beautiful videos
  • How to sell your cosmetics in China?
  • Ecommerce Site Guide in China