Any beauty junkie who knows about CC Cream Face Serum is well-versed in K-Beauty, an innovation-led product explosion that has taken the world by storm from Korea. In recent years, Japan’s J-Beauty and even Australia’s A-Beauty have joined the industry’s growing export ranks, providing ample opportunity for product discovery across continents. But the popularity of “C-Beauty” abroad is relatively slow. Inside China, however, business is booming.
Homegrown beauty brands from Beijing, Shanghai and elsewhere have smooth mobile interfaces thanks to hailing from the country’s largely digital native population. Many of these products became overnight successes on platforms like Tmall or WeChat, where most Chinese spend their days scrolling on their phones. But many of them were never heard from again when their formula, branding and marketing fell short of some very strict expectations.
So what’s the secret to success in getting these local heroes out of the country? It likely comes down to the right blend of ancient Chinese traditions and healing ingredients, and a strong formulation approach that is future-proof. Here, in order to celebrate the Lunar New Year, the Vogue China beauty team has selected 13 souvenirs and continues to add new ones On your radar as we head into the Year of the Rabbit and beyond.