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Beauty

Chinese Makeup Brands Are Winning Over Global Consumers

As the popularity of alternative social media platforms like RedNote grows outside of China, domestic beauty brands like Florasis and Judydoll are reaping the benefits.
Florasis cosmetics are known for their elaborate packaging including intricate engravings that depict traditional Chinese tales.
Florasis cosmetics are known for their elaborate packaging including intricate engravings that depict traditional Chinese tales. (Florasis)
By
BoF PROFESSIONAL

As the US Supreme Court mulled a legal ban on TikTok in January, the effects on social media platforms were profound. Even before the judges ruled in favor of the ban—prompting the app to temporarily go dark in the US—an estimated 2 million TikTok users jumped ship to Chinese app Xiaohongshu, also known as RedNote. For a number of beauty-conscious users, what they discovered was a revelation.

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Further Reading

The State of Fashion: Beauty Report — Solving the Growth Puzzle

Beauty’s era of effortless growth is giving way to a more complex landscape. Download the second volume of BoF and McKinsey & Company’s industry report to learn how to navigate evolving consumer expectations, market deceleration and regional volatility in the years ahead.

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