How to enter the cosmetics market in China: trends, opportunities and strategies for Italian brands
- roccoforgione
- 6 days ago
- 7 min read
The cosmetics market in China is currently one of the most dynamic and competitive in the world. In a context where digital presence, trust, and brand perception drive purchasing decisions, understanding local dynamics becomes essential to turning product quality into a real competitive advantage.
Summary:
The cosmetics market in China: size and growth
In recent years, China has established itself as one of the most important markets globally for the cosmetics industry. It is not only about size, but also about the speed of evolution and the ability to influence trends worldwide.
According to data from the National Bureau of Statistics of China and Statista, the cosmetics market has exceeded RMB 500 billion, showing steady growth even during periods of economic slowdown. This expansion is driven by several factors: rising disposable income, urbanization, and, above all, a cultural shift related to self-care.
In China, beauty is no longer perceived as a luxury, but as an integral part of lifestyle. This is especially true in major cities, where the consumption of beauty products has become a daily habit and increasingly sophisticated.
The Chinese consumer: new needs and behaviors
Today’s Chinese consumer is informed, digital, and increasingly selective. Compared to the past, the purchasing process is far more complex and rarely impulsive.
The first distinctive feature is the central role of research. Before making a purchase, the average user reads reviews, watches videos, and compares options. According to Alibaba Group, over 70% of beauty consumers in China conduct online research before making a decision.
Another key element is the growing focus on skincare. Skincare has surpassed makeup in importance, with increasingly complex routines and strong attention to both efficacy and safety.
Finally, a fundamental theme emerges: trust. In a market rich in offerings, consumers reward brands that can consistently demonstrate quality, transparency, and reliability over time.
Key trends in the Chinese cosmetics market
The cosmetics sector in China is currently one of the most dynamic in terms of innovation and change.
One of the most evident trends is the rise of clean beauty. According to McKinsey & Company, a large share of urban consumers is willing to pay more for products with natural and safe ingredients. This has led to greater attention toward transparent and sustainable formulations.
Alongside this, the dermocosmetics segment is growing rapidly. Products that combine cosmetics and scientific research are increasingly appreciated, especially among younger and more educated consumers who seek concrete and measurable results.
Another relevant phenomenon is the so-called “Guochao,” the rise of local Chinese brands. These brands are gaining ground thanks to communication that is closer to the local audience and a strong digital presence.
In this context, the market is becoming polarized: on one side, agile and competitive local brands; on the other, international brands that must increasingly focus on positioning and differentiation.
The role of digital: where demand is generated
In China, digital is not just a sales channel, but the starting point of the entire purchasing journey.
Platforms such as Xiaohongshu have become true beauty search engines, where users discover new products through reviews and lifestyle content.
According to Alibaba data, an increasingly large share of beauty sales takes place online, with peaks during events such as Singles’ Day.
This means that having a digital presence is no longer optional.
A brand that is not visible online simply does not exist for Chinese consumers
KOL, KOC and influencer marketing in the beauty sector
The cosmetics industry is one of the areas where influencer marketing has the most direct impact on sales.
In China, KOLs and KOCs play a central role in building trust. KOLs ensure visibility and reach, while KOCs provide authenticity and credibility.
Live streaming is now one of the most powerful tools. During a live broadcast on Douyin or e-commerce platforms, an influencer can generate significant sales volumes in just a few hours.
For brands, this represents a paradigm shift: it is no longer enough to communicate. They must engage and create content that fosters interaction and trust.
The positioning of Italian brands
Italian brands in the cosmetics sector enjoy a strong reputation in China, particularly in terms of quality and safety. However, compared to French and Korean competitors, they are often less visible and less structured in their communication strategies.
This represents both a challenge and an opportunity. Made in Italy can be especially valuable in the premium and natural segments, where authenticity and attention to ingredients are highly appreciated.
What is generally missing, in most cases, is a clear positioning strategy and a digital presence aligned with the expectations of the Chinese market.
More and more Italian cosmetics brands are beginning to achieve concrete results in China. Brands such as My.Organics, Karizia, and Philip Martin's are gaining visibility thanks to high-quality formulations, a premium image, and positioning consistent with the values of Made in Italy.
In the Chinese context, Italian origin is indeed a distinctive and relevant asset. Made in Italy is often associated with high standards, research, and attention to ingredients—factors that are increasingly central for consumers who are highly attentive to product safety and effectiveness. This allows Italian brands to position themselves credibly in the mid-to-high-end segments of the market, where trust plays a decisive role in the purchasing process.
Strategies for entering the Chinese market
Entering the Chinese market today requires a structured and gradual approach.
Cross-border e-commerce often represents the first step, allowing brands to test the market with relatively limited investment. However, to achieve concrete results, it is necessary to build a complete digital ecosystem.
This means being present on the right platforms, working with local influencers, and developing content specifically designed for the Chinese audience.
Another key element is localization. Packaging, naming, and communication must be adapted not only linguistically but also culturally, in order to be relevant and easily understood.
The future of cosmetics in China
The cosmetics market in China will continue to evolve rapidly, driven by innovation and competition.
Digitalization will become even more central, as will the integration between online and offline channels. Consumers will become increasingly demanding, rewarding brands that can deliver quality, transparency, and a consistent experience.
At the same time, competition from local brands will intensify, making differentiation and the ability to build a clear identity even more important.
For international brands, and especially Italian ones, the future will depend on their ability to adapt without losing their authenticity.
Conclusion
The cosmetics market in China offers extraordinary opportunities, but it requires a deep understanding of its dynamics.
Having a good product is not enough. It is necessary to build a presence, develop a strategy, and engage with an increasingly informed and digital consumer.
The real challenge is to become credible in the eyes of Chinese consumers. At CDM, thanks to our Italian-Chinese team based in Milan and Shanghai, we can guide you through the complex Chinese ecosystem.
Executive Summary
The cosmetics market in China is one of the most dynamic sectors globally, with a value exceeding RMB 500 billion and growth driven by young, digital consumers who are increasingly attentive to ingredients and quality. Key trends include clean beauty, dermocosmetics, and social commerce, with platforms such as Xiaohongshu and Douyin leading discovery and conversion.
For Italian brands, opportunities are concentrated in the premium and natural segments, but success depends on the ability to build a local digital presence, collaborate with KOLs/KOCs, and adapt both communication and products to the Chinese context.
As of 2026, the market requires an integrated approach that combines cross-border e-commerce, storytelling, and localization to generate trust and drive sales.
Key takeaways
The beauty market in China exceeds RMB 500 billion, with annual growth between 6% and 10%.
The Chinese consumer is digital-first: over 70% research online before purchasing (source: Alibaba).
Skincare dominates the market over makeup, with strong attention to ingredients and safety.
Main trends: clean beauty, dermocosmetics, personalization, and growth of the male segment.
Key channels: Xiaohongshu (discovery), Douyin (engagement and live commerce), Tmall/JD (conversion).
Local brands (Guochao) are increasing competition thanks to strong digital presence.
Made in Italy is perceived as high quality but still lacks structured awareness.
Definition of technical terms
Clean Beauty: cosmetics with natural, transparent ingredients and free from controversial substances, increasingly in demand among Chinese consumers.
Dermocosmetics: cosmetic products with a scientific positioning, often developed with dermatological research and focused on efficacy.
Guochao (国潮): a trend that promotes local Chinese brands, combining national identity with modern marketing.
KOL/KOC: influencers and micro-influencers who impact purchasing decisions through authentic content on social platforms.
Cross-border e-commerce: selling in China through international platforms without a fully established local legal presence, often used to test the market.
Frequently Asked Questions (FAQ)
What is the most promising segment in China’s cosmetics market?Skincare, particularly in premium and dermocosmetic segments, is the most dynamic and fast-growing.
How can brands enter the Chinese market without a local presence?Through cross-border e-commerce on platforms such as Tmall Global, supported by digital marketing.
Which platforms are most important for beauty?Xiaohongshu for discovery, Douyin for live streaming, and Tmall/JD for sales.
How important are influencers in the cosmetics sector?They are essential: in China, they are a key lever for building trust and driving sales.
Are Italian brands competitive in China?Yes, especially in terms of quality and ingredients, but they need to invest more in visibility and local communication.
Practical examples of application
Natural skincare launch: an Italian brand uses Xiaohongshu with KOCs for authentic reviews, driving traffic to Tmall Global and increasing conversions by +20%.
Live streaming campaign: collaboration with a KOL on Douyin for a product launch, generating significant sales within a few hours during the live session.
Dermocosmetic positioning: communication focused on ingredients and scientific research, supported by educational content on WeChat and a dedicated mini-program.
Operational checklist
Analyze the Chinese target audience and consumption trends (skincare, clean beauty, dermocosmetics).
Define positioning (premium, natural, scientific).
Build a digital presence on Xiaohongshu, Douyin, and e-commerce platforms.
Collaborate with KOLs/KOCs to generate trust and authentic content.
Localize packaging, naming, and communication.
Monitor KPIs (conversions, engagement, traffic) and optimize campaigns.
Plan a medium-to-long-term strategy, not just an initial test phase.
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