C-beauty products capable of competing with int’l giants in SE Asia

K-beauty or J-beauty products have been a staple among consumers for years – but now, a new wave of Chinese cosmetics and skincare is gaining attention in Southeast Asia and beyond.

Beauty products are sold by Chinese cosmetics brand Joy Group at a standalone store in Singapore.

The rise of Chinese cosmetics and skincare in the Southeast Asian market results from the combined forces of China's manufacturing upgrade, the spillover of its digital marketing capabilities, and regional economic integration. This trend not only reflects the transition from "Made in China" to "Brand from China" but is also reshaping the competitive landscape of the Southeast Asian beauty market.

In the first half of 2025, China's cosmetic exports surged by 47% year-on-year, with the Southeast Asian market contributing 68% of this growth. Colorkey topped all categories on Vietnam's TikTok Shop within just five months of its launch. After entering Vietnam's TikTok platform, Kans achieved monthly sales exceeding $300,000. Fan Beauty set a record for first-day sales at a Watsons store in Thailand.

China's well-established cosmetic industry clusters (e.g., in Guangzhou, Shanghai, and Hangzhou) provide faster and cheaper services. One leading brand reduced logistics costs by 40% using local warehouses in Vietnam, and its product cycle from research to launch can be shortened to just 15 days—far superior to the 3-6 months typical for major international brands. The tariff reductions and logistical conveniences brought by the RCEP agreement further strengthen the advantages.

Tailoring products to Southeast Asia's hot and humid climate, Chinese cosmetics focus on oil control, waterproofing, and high-factor sun protection. They also develop exclusive color ranges for diverse skin tones. In markets like Indonesia and Malaysia, obtaining Halal certification has become a "passport" for market access. Brand marketing is also being integrated into local cultural moments such as Ramadan and the Water Festival.

From a broader perspective, the success of Chinese beauty brands in Southeast Asia is a microcosm of China's growing economic and cultural soft power. It demonstrates that, backed by robust supply chains, agile market responsiveness, and digital infrastructure advantage, Chinese consumer brands are capable of competing with international giants in overseas markets.