Cosmetics and Beauty Products in China

Gaining the trust of the Chinese cosmetic consumers

Contact us



To penetrate the Chinese market, you need to have content : enticing visuals are the best way to promote your brand. A quality website will attract customers.

SEO on Baidu

Local search engines are different from western markets. You must reference and optimize your website on Baidu, the most important search engine.

Social Media

They follow their favorite brands on WeChat and Sina Weibo. These popular platforms allow you to keep in touch with your customers, to offer promotions and receive consumer feedback.


The first impression of your costumer is vital, you must care about your designs and visuals. A well constructed image represents a quality product in the Chinese consumer's mind.


In China, everything is based on e-reputation and online visibility to differentiate your brand from competitors.

KOLs Marketing

A lot of influencers are specialized into beauty and cosmetics and China, for every need and budget.

Let's Discuss your Project?

  • This field is for validation purposes and should be left unchanged.


Our team of experts are passionate about digital marketing. We already helped many companies to get a successful implementation in China. We also studied several case study, you can discover some of them below.


Get to know the Chinese cosmetics market

Digital marketing is really important in cosmetic communications. You must understand key market information if you want to successfully integrate into this market ! The growth of the cosmetic industry is undoubtedly the opportunity of the century for cosmetic brands that want to enter China. China’s cosmetics sector has been growing at a fast pace in recent years, in tandem with the rapid development of the economy. According to Euromonitor, retail sales of skincare products in China reached RMB212.2 billion in 2018, while sales of make-up products totalled RMB42.8 billion. Chinese people really care about their skin care, but make up is getting more and more popular. However, be careful ! You need to adapt your products to this market, as they have different make up habits and needs.

Growth of the cosmetics and beauty market

The Chinese cosmetics industry has grown rapidly in recent years, along with the rapid development of the economy. According to Euromonitor, retail sales of skin care products in China reached 212.2 billion RMB in 2018, while sales of makeup products totaled 42.8 billion RMB.

Find a distributor for your cosmetic brand in China

Chinese distributors are looking for brands. You need to keep in mind that the chinese market is incredibly attractive and distributors receive hundreds of requests per month. They will pick the products/ brands that already have a name in China. It is a lot less work for them. If you want to find a chinese distributors, you'll have to work on your brand awareness. Only then your company will pick the attention of distributors;

Adapting to Chinese local beauty trends

Chinese people care more and more about the care of their skin, the composition and origin of the products they use, and makeup is becoming more and more popular. Be careful though! You must adapt your products to this market because they have a different makeup, skincare, and beauty habits and different skin types.


Our passion is China. Our passion is Digital. Our passion is Marketing. Gentlemen Marketing Agency is here to help you to integrate and succeed in the Chinese market, we are specialized in the cosmetics sector. Our multi-national team combined with Chinese marketing experts provide winning solutions, we keep abreast of different market sectors so you can capitalize on our knowledge. We have already worked for a host of cosmetics companies include; Avène, Klorane, Parfums de Versaille, Pierre Fabre and Yves Rocher Coslys.

Contact us

  • This field is for validation purposes and should be left unchanged.


How to find a reliable distributor for cosmetics in China?

Many supermarkets and department stores sell cosmetics. There are also many retail stores, specialty stores, and wholesale stores (like Sephora for example) that exist, there are brick-and-mortar solutions (physical stores) for all budgets. But e-commerce is developing more and more and is becoming essential to sell your products, keep a link with your customers but also increase your visibility and e-reputation. Do not neglect Chinese social networks like Pinduoduo or Bilibili either, which specialize in cosmetics and will do everything.

How can international brands attract the attention of Chinese consumers?

You need to have high visibility on Chinese social networks and e-commerce platforms. In the Chinese beauty and cosmetics brand market there is a lot of competition, so you have to stand out! High visibility can be acquired through a good digital marketing strategy and the use of campaigns with KOLs specializing in beauty and cosmetics for example. Popular international brands in China are popular precisely because they are specialized and because they are known for their brand history or specific quality. Do like them!

What are the main trends of the Chinese cosmetics market?

There are loads of new trends emerging every year, in part thanks to KOLs, millennials and the ubiquity of social media in China. Among these many trends, we can mention K-beauty (or Korean beauty), which is emerging from South Korea and the K-Pop movement. There is also the natural / organic beauty, showing that Chinese consumers are paying more and more attention to the composition and origin of the products they use. Finally, packaging remains of capital importance in China: the product must be beautiful, smell good, have an interesting color code to be able to be photographed and shared.

Scroll to Top