20 China Makeup Brands That Are Taking the World by Storm (2024)

The cosmetics industry in China is rapidly growing, with a wide range of domestic and international brands competing for market share. Chinese consumers are increasingly interested in high-quality beauty products, and many are turning to domestic brands that offer innovative formulations, natural ingredients, and affordable prices.

Here is a list of 20 makeup brands that have gained popularity in China, the second-largest market for beauty products in the world:

1. Florasis 花西子

Florasis, a trendy makeup brand that is popular on social media platforms like Douyin, draws inspiration from traditional Chinese culture and art, with bold colors and colorful packaging.

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2. Pechoin 百雀羚

Pechoin is a domestic brand that has been around since 1931. It is known for its affordable prices and focus on natural ingredients, such as ginseng and pearl powder. Pechoin has a wide range of products, from skincare to makeup, and is especially popular among younger consumers.

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3. Inoherb 相宜本草

Inoherb is a luxury skincare brand that uses natural ingredients and cutting-edge technology to create high-quality products. Its products are formulated with Chinese herbal medicine principles and are free of harmful chemicals. Inoherb's packaging is sleek and modern, making it a popular choice among urban consumers.

4. Marubi 丸美

Marubi was founded in 2000. It has a high-end line known as “Marubi,” and a more affordable brand, “Haruki.” Marubi has a wide range of products, from lipstick to eyeshadow, and is especially popular among price-conscious consumers.

5. One leaf

One leaf is a natural skincare brand that uses organic ingredients, such as green tea and bamboo, to create gentle and effective products. Its packaging is minimalist and eco-friendly, appealing to consumers who care about sustainability. One leaf's products are priced slightly higher than mass-market brands but are still affordable compared to luxury brands.

6. Forest Cabin

Forest Cabin is a natural skincare brand that uses ingredients sourced from the forests of China to create high-quality products. Its packaging is inspired by nature, with wooden caps and earthy colors. Forest Cabin's products are priced slightly higher than mass-market brands but are still affordable compared to luxury brands.

7. Perfect Diary 完美日记

Perfect Diary is a relatively new brand that has quickly gained popularity among young Chinese consumers. It offers trendy makeup products at affordable prices, with a focus on social media marketing and influencer collaborations.

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8. Chando 自然堂

Chando is another brand that has been gaining popularity in recent years. It is known for its use of traditional Chinese medicine ingredients, such as ginseng and goji berries, and its elegant packaging. Chando's products are priced slightly higher than Pechoin's, but are still affordable compared to international luxury brands.

9. Marie Dalgar

Established in Shanghai in 2006, Marie Dalgar is a makeup brand that is known for its innovative products and collaborations with celebrities and influencers. Its products are designed to be long-lasting and high-performance, with a focus on bold colors and dramatic looks.

10. Kans 韩束

Kans is a natural skincare brand that uses traditional Chinese medicine principles to create effective products. In a rebranding effort in 2021, Kans positioned itself as an anti-aging skincare line for the youth demographic. Its packaging is minimalist and elegant, with a focus on natural ingredients like ginseng and pearl powder.

11. M.O.I.

M.O.I. (Makeup of I) is a makeup brand that offers high-quality products at affordable prices. Its products are designed to be long-lasting and easy to use, with a focus on natural-looking makeup looks.

12. MiiN

MiiN is a Korean-inspired skincare brand that offers a wide range of products, from sheet masks to serums. Its products are formulated with natural ingredients like green tea and snail mucin and are designed to be gentle on the skin.

13. Hanamino

Hanamino is a luxury skincare brand that uses natural ingredients like lotus flower extract and pearl powder to create high-quality products. Its packaging is elegant and minimalist, with a focus on clean lines and simple designs.

14. OSM 欧诗漫

OSM (Ōu Shī Màn) is a natural skincare brand that uses pearls as its main ingredient. Its products are designed to be nourishing and hydrating, with a focus on anti-aging benefits.

15. Scent Library 气味图书馆

Scent Library is a fragrance brand that offers a wide range of scents inspired by different moods and emotions. Its packaging is sleek and modern, with a focus on minimalist designs.

16. Kafellon

Kafellon is a luxury skincare brand that uses advanced technology to create high-performance products. Its products are designed to be effective against common skin concerns like aging and hyperpigmentation.

17. Unny Club

Unny Club is a makeup brand that offers customizable palettes and lipsticks. Its products are designed to be playful and fun, with a focus on bold colors and unique designs.

18. Maysu

Maysu is a makeup brand that offers high-quality products at affordable prices. Its products are designed to be easy to use and long-lasting, with a focus on natural-looking makeup looks.

19. UNT

UNT is a skincare brand that offers effective products at affordable prices. Its products are formulated with natural ingredients like hyaluronic acid and vitamin C and are designed to be gentle on the skin.

20. MARYMOND

Marymond is a makeup brand that offers high-quality products at affordable prices. Its products are designed to be easy to use and long-lasting, with a focus on natural-looking makeup looks.

Overall, these 20 brands that are popular in China offer a wide range of options for consumers who are looking for high-quality beauty products at affordable prices. From natural skincare brands to trendy makeup brands, there is something for everyone in the Chinese cosmetics market.

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China Cosmetics Market Analysis

The cosmetics market in China has been experiencing growth in recent years, with a CAGR of 5.49 percent between 2018 and 2023. In 2023, the market size was estimated to be around $15.49 billion based on data from Statista cited in China Briefing, making it the second-largest cosmetics market in the world after the United States.

One of the key drivers of this growth is the rising disposable income of Chinese consumers, which has led to an increased demand for high-quality beauty products. According to China Briefing, the median disposable income in China was $4,340 per capita in 2022. Additionally, the growing middle class in China has resulted in a shift towards premium and luxury beauty brands, which has further fueled the growth of the cosmetics market.

Another significant factor contributing to the growth of the cosmetics market in China is the increasing popularity of e-commerce platforms. For instance, online sales of cosmetics experienced an 8 percent increase in the first quarter of 2022 despite pandemic-related restrictions. The increase was larger than the 1.8 percent growth for the entire retail sales of beauty products in the same period. This upward trend for e-commerce is expected to continue as more Chinese consumers turn to online shopping for convenience and a wider selection of products.

The cosmetics market in China is highly competitive, with both domestic and international brands vying for market share. Domestic brands such as Pechoin and Chando have been gaining popularity in recent years, thanks to their focus on natural ingredients and affordable prices. However, international brands still dominate the high-end segment of the market, with brands like L'Oreal and Estee Lauder enjoying strong brand recognition and loyalty among Chinese consumers.

One challenge facing cosmetics brands in China is the strict regulatory environment. All cosmetics products must be approved by the National Medical Products Administration (NMPA) – formerly the China Food and Drug Administration (CFDA) – before they can be sold in the country, which can be a lengthy and expensive process. Additionally, some ingredients commonly used in cosmetics in other countries are banned in China, which can limit the range of products that can be sold in the country.

Another challenge facing cosmetics brands in China is the prevalence of counterfeit products. Chinese consumers are becoming increasingly savvy at identifying fake products, but counterfeit cosmetics still pose a significant threat to legitimate brands. This is particularly true for high-end brands, which are often targeted by counterfeiters due to their higher profit margins.

Despite these challenges, the cosmetics market in China is forecast to continue to be on a strong growth trajectory in the coming years. The market size is projected to reach $15.72 billion by 2029, expanding at an annual rate of 9.71 percent from its projected yearend 2024 value of $9.88 billion, according to research by Mordor Intelligence. Major market drivers are rising disposable incomes, increasing demand for premium and luxury beauty products, and continued growth of e-commerce platforms.

In conclusion, the cosmetics market in China presents a significant opportunity for both domestic and international brands. While there are challenges to operating in this market, such as strict regulations and counterfeit products, the strong growth potential makes it an attractive target for companies looking to expand their global footprint.

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