China’s cosmetics brands, stepping out of K-beauty’s shadow, set sights on global markets
Once the top export market for South Korean cosmetics, Chinese firms lead at home and have made headway overseas – but gaps remain
Like many of her classmates, Xie Roumei, a 28-year-old accountant from China’s Fujian province, started using South Korean cosmetics in high school – a preference she carried into her twenties.
But it may still be too early to pop the champagne. Recent data and analysis suggest that China is quietly expanding its footprint in global markets, supported by strong domestic demand in the sector and a more aggressive push overseas.
According to customs data, China’s cosmetics exports totalled US$3.99 billion in the first 11 months of 2025, an 8.7 per cent increase from a year earlier.
That still trailed South Korea’s – whose exports reached a record US$10.3 billion over the same period, up 11.8 per cent from a year earlier, official data showed – but the gap has narrowed. China’s cosmetics imports fell 3.4 per cent to US$11.63 billion, a sign that domestic brands are capturing more market share at home.
While industry insiders expect another record year for South Korea’s cosmetics industry, whose exports are projected to reach more than 200 markets, Chinese growth is accelerating. Between 2020 and 2024, Korean beauty, make-up and skincare exports rose about 6 per cent annually, well below China’s 18 per cent annual increase, according to the International Trade Centre.
