Domestic brands make steady march overseas
China DailyVisitors gather at the booth of Chinese beauty brand Huaxizi, or Florasis, during a beauty industry expo in Shanghai in May 2023. Hangzhou, Zhejiang province-based Huaxizi — or Florasis in English — a Chinese beauty brand with cultural attributes and aesthetic qualities, launched a series of products at a Cosme store, a Japanese cosmetics information and community portal, in Osaka earlier this year. Since last year, domestic beauty products have become increasingly popular overseas and Chinese companies have gradually established a foothold in the markets of Japan, South Korea and Southeast Asia, said industry observers. Shared beauty standards among East Asian countries enable Chinese cosmetics brands to take advantage of export opportunities. Late last year, Florasis launched its duty-free store in Sanya, Hainan, and it became the sole Chinese cosmetics brand to operate an independent store at the duty-free shopping mall in Sanya.
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