The Changing Landscape of Imported Cosmetics in China

A decade ago, influenced by cultural trends and shifting consumer demands, imported cosmetics from countries such as South Korea and Japan were highly popular in China.

At that time, offline channels and shelf-based e-commerce platforms were also keen on importing products, with various supportive policies emerging to attract a wave of overseas products into the Chinese market.

Data released by Tmall Global shows that in the color cosmetics sector alone, 120 overseas brands entered the Chinese market for the first time in 2019. However, to date, some imported beauty brands that once belonged to Tmall's Billion Club have also exited China.

For example, Revlon and Papa Recipe, which were among them in 2019, announced their withdrawal from the Chinese market in 2023, not to mention the survival status of some small and medium-sized imported beauty brands.

The era when imported cosmetics, especially niche imported brands with less brand power and marketing strength than well-known brands, could sell products simply by relying on national cultural exports, novel concepts, and platform support, has passed.