Cosmetics makers feel right at home in China

A view of the exhibition booth of Chinese skincare brand Proya during the 27th China Beauty Expo in Shanghai on May 12. CHINA DAILY Domestic cosmetics brands, especially those featuring fashionable and creative designs mixed with elements from traditional Chinese culture, are gaining in popularity among Chinese consumers, with sales witnessing explosive growth on major e-commerce platforms, industry experts said. Meanwhile, new homegrown brands, such as Eve Charm, owned by a Guangzhou, Guangdong province-based cosmetics company, saw sales of its products jump 234 percent year-on-year on Vipshop. In addition, online discounter PDD Holdings, parent company of e-commerce platform Pinduoduo, showed that the daily turnover of children's face creams produced by Yumeijing, a Tianjin-based children's skincare products maker, rose 230 percent year-on-year in September, while daily sales of Shanghai-based haircare brand Bee & Flower increased by some 50,000 orders. Mo Daiqing, a senior analyst at domestic consultancy Internet Economy Institute, said homegrown cosmetics brands are gaining in popularity among young Chinese consumers, especially the post-1990s and post-2000s generations, who have a growing sense of national pride and confidence in Chinese culture, along with the rapid development of the Chinese economy.