In its November 2023 US print edition, Elle suggested that Hangzhou-based beauty brand Florasis, known in Chinese as Huaxizi, might be “the world’s prettiest makeup.”
Riding the C-beauty popularity wave, the brand currently ranks as Asia’s leading color cosmetics brand and a top 10 face makeup name globally.
Its new “Nomadic Glam” limited edition collection honors the nomadic lifestyle of ethnic Mongolian culture, emphasizing the richness of nature and heritage craftsmanship in a campaign that, if not “pretty,” is glamorous and spirited, and draws attention across Asia and around the world.
A celebration of culture, beauty, and creativity#
Inspired by the serenity and freedom of China’s vast and enchanting landscapes, Nomadic Glam is a collection of makeup and leather accessories that conjures the colors of nature and spirit of adventure.
The “Into The Wild” eyeshadow palette features seven shades of gold, green, and earth tones. Other products include pressed powder, liquid lipstick in “milk tea brown,” cream blush, and Flawless Jade foundation. The latter, infused with raspberry and blackcurrant leaf, comes with a complimentary refill, underscoring the Chinese cosmetic brand’s commitment to product sustainability.
Florasis has built its brand identity at the intersection of traditional Eastern beauty rituals, aesthetics and cutting-edge technology. The brand’s makeup formulas are enriched with floral essences from traditional Chinese medicine (TCM), such as the bai zhu herbal root, lotus flower, Chinese ground orchid, and peony to soothe, nourish, and support skin health. In addition to imparting a rich sense of cultural identity, this focus on wellbeing through ingredients is right on trend.
Artful product packaging is another Florasis signature. The traditional ulzii knot totem, also known as an endless knot, believed to create good karma, appears on the Nomadic Glam collection’s makeup and fashion accessories. A selection of leather accessories crafted by traditional artisans and inspired by prairie life includes a phone and lipstick holster, clutch bag, fragrance card, and hair clips.
Florasis has wielded its familiar formula of celebrity endorsements and a cinematic-style short film to create a high-impact launch campaign for Nomadic Glam. The film features brand ambassador and supermodel Du Juan galloping across the grasslands, while Florasis’ global ambassador Bai Lu stars in a media campaign for Bazaar China shot in Paris.
Appearing almost like a destination showcase — with a focus on equine-inspired leather accessories reminiscent of a luxury fashion ad — the film looks beyond the cosmetics to focus on the spirit of untamed freedom and adventure, aligning with the attitudes of young generations.
The new collection launched on January 15 on Florasis’ website and Instagram and TikTok accounts. Florasis will launch a limited-edition collection in Japan via an exclusive pop-up store at @cosme Osaka from today to February 5, followed by a pop-up in Tokyo. Establishing physical stores in Japan is a significant step as Florasis moves to strengthen its offline presence, credibility, and global reach.
Storytelling with a social mission#
With a brand vision of honoring diverse forms of beauty seen in traditional culture, Florasis often looks to China’s diverse ethnic groups for inspiration, like its “Impression of Dai” series in 2021 and the silver-engraved “Impression of Miao” collection in 2020, to create beauty for generations based on the language of culture, innovation, and craftsmanship.
The brand’s commitment to cultural preservation isn’t merely skin deep. Florasis has launched social welfare projects across China, including a heritage project to promote and preserve ethnic culture within educational institutions as well as a hotline to support contemporary women’s mental health, underlining its active role as a promoter and educator. With a long-term commitment to social responsibility, the brand believes in returning value to the industry and benefiting society as a whole.
From China to the world#
Florasis balances its brand identity with a global vision. From the outset, the brand was focused on blending Eastern wisdom and makeup to captivate the global market. Its overseas sales have been growing exponentially, driven by high-impact TikTok tutorials and cross-border e-commerce platforms. Its global customer base, over 100 countries and regions, reached 33.7 million in 2022.
In March 2022, the brand announced its five-year Eastern Beauty R&D Plan with an investment of more than RMB 1 billion ($141 million) to fund innovation and ensure formula qualifications meet all international standards. With over 150 product patents under its belt, Florasis is a prolific innovator in China’s cosmetics industry.
Alongside its commitment to R&D, Florasis’ 2024 growth strategy includes global e-commerce expansion, debuting a flagship store in Japan, introducing a TikTok shop in the US, and enhancing its retail footprint across Europe and the Middle East.
Florasis isn’t stopping at becoming “the world’s prettiest makeup.” By championing cultural heritage and aesthetics in refreshing new ways, the seven-year-old brand shows no sign of slowing down as it pushes further into the global cosmetics market.
Presented by Florasis.