In 2025, Chinese beauty investors focus on rapid domestic growth and cultural relevance, while global giants prioritize scientific innovation, premium positioning, and long-term international scalability.
Platform’s explosive growth prioritized profits over protection, allowing counterfeit beauty networks to flourish and undermine legitimate Chinese cosmetics brands.
Beauty giants are racing to embed generative AI across marketing, R&D, and retail, juggling innovation with regulation, IP risk, and ROI.
China’s 618 retail festival saw beauty sales jump 63.4% YoY to $80B, led by skincare. But global brands still dominated the top rankings across major platforms.
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