Food for thought

5 Chinese beauty brands to know about

C-Beauty keeps on growing as local consumers favor Chinese brands. Some of these brands are even gaining international recognition and eyeing expansion into western markets. Here are 5 Chinese beauty brands to know about : 

Flower Knows was started in Zhejiang province in 2016 by celebrity cosplayers, Baozi & Hana. It is one of the fastest-growing beauty brands in Asia. Their latest alluring Unicorn make-up collection is made with high-performance formulations and pocket-friendly prices.  

Winona, founded in 2008, is a Chinese skincare brand that specifically targets sensitive skin. Although faced with many strong incumbents in the industry, Winona was able to appeal to customers and rank number one in the sensitive skincare category in 2020. In June 2020, Winona’s parent company Yunnan Botanee Group, a biotechnology manufacturer, filed for IPO in China, validating Winona’s success. Winona’s market strategy is defined by its professional image, including using dermatologists as live-streamers, earning its reputation as a “cosmeceutical” brand.

ZEESEA was born out of China in 2011, with the idea of providing makeup enthusiasts with new and unique products for them to use to express themselves. It is quickly gaining relevance as one of the world’s big brand cosmetic companies, growing a community from all over the world. Working together with the Royal British Museum and the Picasso family, ZEESEA aspires to do things that other makeup companies have never thought of, all the while providing a reliable collection of quality cosmetics.

Mood Editing Cosmetics — a.k.a. ME Cosmetics — is a high-performance cosmetics brand that encourages self-expression through color and makeup application. Its collection consists of lipsticks, eyeshadow palettes, and a mattifying powder. All products are also 100% cruelty-free.  

Yumee by Wendy Yu is a newly launched luxury makeup brand and it is introducing a new wave of cruelty-free Chinese beauty with The Signature Collection. The luxury brand is introducing itself to the world with products like the Luminescent Highlighter Trio and the eight-shade Dazzling VIII Eyeshadow. In the future, the brand has plans to partner with leaders across fashion, arts and culture to create limited-edition collectibles.

   Monia MERABET

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