China’s Largest Beauty Trade Show Is Quietly Signaling a New Path for Market Entry

Starting on May 12th, China’s largest beauty trade show once again kicked off in full swing for three exciting days.

As with every year, we made sure to attend — not only to reconnect with our partners and explore potential collaborations, but also to observe market dynamics firsthand and uncover emerging trends shaping the future of beauty in China. While the buzz and energy remain high, this year’s edition subtly revealed emerging trends for new brands looking to enter the Chinese market.

Here are some of our key observations:

1. Global Brands Are Stepping In — with Precision

The number of high-quality international brands entering China is clearly on the rise. Despite the market’s competitive landscape, there’s still room for innovation and differentiated positioning.

2. Seasoned Distributors Are Stepping Back — from the Spotlight

This year, experienced master distributors were notably absent from exhibitor booths. But this doesn’t indicate market retreat — quite the opposite. Having already built solid distribution networks in past years, these players are now focusing on deep operational strategies, such as private traffic cultivation, product optimization, and targeted marketing.

3. Functional Skincare Still Reigns Supreme

Functional skincare brands dominated the show floor. Whether targeting sensitivity, hydration, brightening, or anti-aging, these products continue to lead in consumer trust and demand. Clear efficacy and scientific storytelling remain central to brand appeal.

4. New-to-China Brands Are Showing Up — to Learn and Prepare

Many international brands without prior China presence chose to attend in person, not just to exhibit, but to observe, network, and better understand the local ecosystem. These brands are taking a smart, research-driven approach to entry — meeting potential distributors, gathering feedback, and laying the groundwork for future expansion.

This year’s China Beauty Expo made one thing clear: China’s beauty market is still evolving — but so are the rules of entry. Established players are going deeper, while newcomers are becoming more strategic.

In this dynamic landscape, those who understand the local rhythm and bring a strong brand story will be the ones who thrive in the next wave of growth. Let me know if you’d like help turning this into a LinkedIn post, visual slide, or WeChat blog layout.