Japanese Media: Chinese Cosmetics Launch "Asian Offensive"
An article published on May 18 by the Japan News Network states that Chinese cosmetics are intensifying their market campaign in Southeast Asia through social media platforms (SNS) and e-commerce (EC). Meanwhile, the popularity of Chinese cosmetics in Japan is also on the rise.
Japanese cosmetics experts point out: "Chinese brands are gaining consumer recognition not because of low prices, but due to quality and functionality."
According to data from the UK-based research firm Euromonitor International, sales of Chinese cosmetics in six Southeast Asian countries—Indonesia, Malaysia, Thailand, Singapore, Vietnam, and the Philippines—have grown at an annual rate of 70% (excluding high-end skincare products). Young consumers, who are familiar with social media and e-commerce, exhibit consumption habits similar to those in China, which has driven the expansion of Chinese brands. Each company leverages successful live-streaming and fast-moving consumer goods (FMCG) models developed domestically in China to strengthen its presence in Southeast Asia.
For example, the market share of Chinese-owned cosmetics in Indonesia rose from 2% in 2019 to 15% in 2024. The brand "Color Key" stands out as a representative case in Vietnam. "Color Key" primarily sells via TikTok’s live-streaming platform, TikTok Shop. Within just five months of launching, it topped the beauty category sales rankings. Focusing on lipsticks and face masks, its monthly sales have exceeded $1 million (approximately 1.6 billion JPY). Based on its success in Vietnam, the company has begun expanding into Malaysia and will soon enter Indonesia and Thailand.
Although Chinese cosmetic brands have achieved breakthroughs in Southeast Asia through platforms such as TikTok Shop, Singapore’s Shoppy, and Lazada under Alibaba Group, relying solely on online e-commerce limits the scale of sales expansion. This is because local consumers still strongly prefer trying colors and textures in physical stores before purchasing. According to reports by Singaporean media outlets including Business Times, Shanghai Juyi Cosmetics (Juyi Group) opened two physical retail stores in Singapore in October 2025—“Judy Doll” and “JOOCYEE”—marking their first overseas outlets outside mainland China. A senior executive from Juyi Group stated: "Offline sales are the strongest segment in the Singapore market. Opening physical stores not only boosts popularity but also builds trust." Juyi Group began international sales via e-commerce in 2021, and prior to opening these stores in Singapore, they were distributed through Watsons in Hong Kong.
Due to the hot and humid climate in Southeast Asia, base makeup and lip products emphasize "lightness" and "non-fall-off" properties. Locals also favor vibrant, bold colors—differing from the popular "soft tones" and "heavy texture" trends seen in China. As sales grow, more companies are establishing local warehouses.
Meishang (Guangzhou) Cosmetics developed the "Color Key" brand, which operates a Vietnam office with over 130 employees and has established branches in Indonesia, Malaysia, and Thailand.
Sales of Chinese cosmetics in Japan now rank second only to products from Japan, South Korea, and the West. According to @cosme (@cosmetic), a comprehensive beauty and cosmetics website operated by iStyle Company, since 2025, sales of foundational cosmetics like foundations from Chinese brands have been consistently growing.
Yuiko Harada and Yui Nishihara, researchers at @cosme, believe: "The shift of Chinese cosmetics from eye and lip products toward full-face foundational makeup indicates that Japanese consumers are increasingly accepting the quality and functionality of Chinese cosmetics."
Before around 2019, when Chinese cosmetics branded "Chai Bogu" (a portmanteau of 'China' + 'cyborg', referring to a Chinese woman with flawless makeup akin to the aesthetic of Chinese internet influencers) were introduced to Japan, market acceptance was low due to their country of origin. However, after 2020, this changed significantly. As brand image solidified in the market, reputation for product quality and performance grew. The most popular items are foundational cosmetics such as "Fanny Elves," "Timage," and "Perfect Diary," priced generally above 3,000 JPY (about 130 CNY). In addition to chain stores like home goods retailer Plaza and discount store Don Quijote, starting from late 2025 to 2026, convenience store chain FamilyMart began selling these products nationwide. With approximately 12,000 Famima locations across Japan, consumer support for Chinese cosmetics has expanded beyond mere novelty to include functional benefits and cute packaging design.
The Asian offensive by Chinese cosmetics has evolved from short-term sales campaigns to a strategic question: "Can a sustainable, locally adapted long-term sales system be established?"
Original article: toutiao.com/article/1865499803302924/
Disclaimer: The views expressed in this article are those of the author(s).