In 2025, China’s beauty market favored proof over hype, as longevity science, AI-led discovery, and function-first formulas rewired how consumers buy.

As growth slows, brands are pivoting to fewer flagships, deeper experiences, and tighter control over China’s evolving retail economics.

Capturing the imagination was key to winning Chinese consumers in 2025. Here’s what Loewe, Louis Vuitton, and Adidas got right.

In 2025, celebrity influence proved to be as fragile as it is powerful, with scandals exposing the inherent risks of star-led branding.

Policy subsidies invigorate Double 12, turning China’s quietest shopping festival into a revealing stress test for pricing power and consumer trust.

Independent jewelers are winning over Gen Z by crafting pieces with soul and meaning, reshaping trends across the Asia-Pacific region and beyond.

C-beauty officially lands on America’s biggest beauty stage, testing US demand for Chinese-designed, storytelling-driven makeup.

Labels like Maogeping and Judydoll are outpacing global beauty giants by understanding that China is not a single market but many distinct ones.

LVMH’s minority stake in French perfumer signals that China’s niche fragrance boom is now a full-blown luxury land grab. But scaling craft comes with risks.