According to data from the Chinese General Administration of Customs and KPMG, Chinese beauty and personal care exports reached a record $7.8 billion in 2025, with a 12.3% CAGR between 2021 and 2025.
Leading this offensive is makeup brand FlowerKnows, which recently entered Ulta Beauty in the United States. By leveraging a social ecosystem strategy and a highly distinct, fairytale-inspired aesthetic, the brand has moved beyond the regional markets of Japan and Korea to capture Western consumers loyalty.
Similarly, Joy Group, the parent company of makeup brands Judydoll and Joocyee, has institutionalized its international expansion by establishing overseas R&D centers. This has resulted in hyper-localized product development, such as the release of 15 new lip mousse shades specifically engineered for diverse global skin tones.
This expansion is not isolated to “aesthetic-first” brands. Domestic giants like Proya, China’s top-performing skincare group, and Botanee Group through its brand Winona are increasingly looking toward Southeast Asia and North America to diversify their revenue streams as the domestic market matures.
While the previous generation of Chinese exports relied on supply chain pricing advantages, competitive differentiation is now increasingly built on “science-first” claims and sophisticated brand equity.