当Into You在2020年推出第一款唇泥时，它解决的是一个没人正视过的质地问题：如何实现丝绒哑光妆效而不拔干。五年后，8000万粉丝，覆盖40多个国家，这个上海品牌正在重新定义全球消费者对唇部彩妆的认知。但品类开创者能否在竞争者蜂拥而至时保持优势？

毛戈平在中国境内建立了其奢侈品质认知。拥有300多个百货专柜、85%的毛利率，以及比肩Chanel的定价，它已经在国内高端美妆市场牢牢站稳了脚跟。如今，在LVMH旗下L Catterton的支持和香港旗舰店的加持下，品牌正准备走向全球。问题在于，建立在中国文化资本之上的高端定位，能否在这些文化资本尚不存在的市场中站住脚？

Chinese outbound tourism is surging in 2026, but the spending patterns that defined the pre-pandemic era have not returned with them. Here's what's actually changed and what it means for brands.

As Chinese brands expand into Europe, many discover that familiar review-generation tactics no longer apply. This article explores why incentivised reviews lose effectiveness in European markets, how consumer trust reshapes review behaviour, and what brands need to understand when shifting from incentive-driven systems to trust-based feedback environments.

Backed by strong product entry strategies, a multi-brand portfolio, and rapid international expansion across Asia and beyond, Joy Group’s rise signals a shift from short-term hype to structured globalization. This article unpacks how Judydoll and Joocyee are entering overseas markets, why culturally adjacent regions matter first, and what global investors and partners should really be paying attention to as Chinese beauty goes global.

Email-based post-purchase feedback is widespread in the UK, yet often dismissed as ineffective from a China market perspective. This article examines whether such feedback mechanisms actually work as user research, why they function differently across markets, and what the contrast reveals about consumer expectations, system design, and the role feedback plays in shaping brand decisions.

In Europe, pharmacies are where skincare credibility is built. In China, they remain largely outside the beauty conversation. This piece unpacks why the same channel plays such different roles across markets, why Chinese pharmacies are beginning to matter for functional skincare, and how beauty brands must rethink product, channel, and talent strategies to compete in a trust-driven retail environment.

L’Oréal’s minority investment in LAN marks a strategic shift from acquisition to partnership in China’s beauty market. Beyond the brand itself, the deal reveals how global beauty giants are rethinking risk, localisation, and long-term growth in an increasingly fragmented and culturally specific consumer landscape.

VIVAIA is a China-born DTC footwear brand that quickly scaled globally through product innovation, flexible manufacturing, and a focused global strategy. Learn how it outpaced Allbirds and became a leading sustainable fashion brand.

China has yet to produce a retailer with the authority, bargaining power, and brand aggregation capabilities of Sephora, Space NK, or Ulta Beauty. The reasons are structural, historical, and deeply linked to how China’s beauty economy developed.