Cosmetics MARKETING China

Driving Success in China's Cosmetics Market through Digital Innovation

Our mission is to assist companies in starting, scaling, and succeeding in the dynamic and thriving Chinese market. Whether you are a large group, an indie brand, or a startup, we have the expertise and resources to support your journey.

With our comprehensive services and knowledge of the Chinese cosmetics industry, we are dedicated to helping your brand thrive in this lucrative market. 

402.6 billion

Market size of cosmetics in China in 2021, and it's estimated to reach 564.4 billion yuan by 2025


of Chinese consumers prefer international cosmetic brands over domestic ones


Since 2020, China has become the second-largest cosmetics market in the whole world

Powerful Marketing Pillars for Cosmetic Brands

Establishing a strong foothold in the dynamic Chinese cosmetics market requires a strategic approach by foreign brands, encompassing three essential marketing pillars. Through effective Branding localization strategies, leveraging the power of Chinese Social Media Channels, and forging valuable partnerships and distribution channels, brands can position themselves for success in this thriving industry.

China Brand Localization

Leveraging China's Social Media Digital Channels

Securing Partnerships and Distribution

Our latest case study

Tmall Management & Promotion, WeChat & Online Reputation

Elevant came to Sekkei Digital Group for help as they needed to activate their sales on their Tmall flagship store, their only sales channel available. Our task was to properly activate the Elevant brand by building up their brand awareness on social media, educating potential customers on the brand mantra and products on offer, and improving the community around the brand on their social and eCommerce platforms.

How we can help

Need to Strategize Your Cosmetics Brand's Success in China?

Get a complete understanding of Chinese Cosmetics industry

To compete in the world’s second largest cosmetics industry in China requires grit, Brands need strong brand positioning, engagement with your community, and a winning digital marketing plan.

Since 2020, around 84.2% and upwards of cosmetic retail sales are happening online in China. The rise of these sales have been driven by many factors influenced by consumer behavior, mainly triggered by a growing interest in healthcare, vanity, and copying others. For example, the rise in filters used by celebrities and influencers on social media has caused consumers to look for cosmetics to help them feel more beautiful and achieve the same appearance.

Harnessing it to their advantage, many retailers are now working with influencers on campaigns to market their products, persuading consumers to buy their cosmetics, and selling to them a vision of being able to look younger, prettier and similar to their favorite influencer.

But, these are just a few insights into why many users are buying more cosmetics products in China. To be fully aware of buying behaviors requires a brand to know its target audience through market studies, competitive intelligence, and a solid digital marketing strategy to help capture the attention of consumers in their market.

Branding is the key to success for Cosmetic brands in China

Branding is a crucial factor in determining the success of cosmetic brands in China. In a highly competitive market with a discerning consumer base, a strong and well-executed brand strategy can make all the difference. Chinese consumers value authenticity, quality, and prestige when it comes to cosmetics, and effective branding can help build trust, differentiate from competitors, and foster a loyal customer base.

By understanding the preferences and aspirations of the Chinese audience, brands can tailor their messaging, imagery, and product offerings to align with local culture, beauty ideals, and consumer desires. A well-defined brand identity helps build recognition and connects emotionally with consumers, fostering a sense of loyalty and preference for the brand.

Cosmetics consumers not only seek ways to justify their purchases but also  additional information to support their decision. They may seek this information through makeup tutorials, product reviews, and promotions. Brands can offer all this through Little Red Book, a social platform that influences consumers lifestyle and where beauty brands can grow a strong presence through user generated content (UGC). This combined with other Chinese social media platforms like WeChat & Douyin can be an excellent addition to creating an impactful digital presence.

Leveraging Chinese social media channels

Another essential for any brand in China is to be active on WeChat, China’s biggest social media platform. Due to its poor analytics and relatively “closed” ecosystem, a social CRM helps elevate the followers’ WeChat experience to the next level in order to take advantage of the huge pool of users this social media platform offers. It allows cosmetics brands to communicate effectively with their target audience through remarketing actions and loyalty programs, helps push targeted content to specific follower groups and run all sorts of different social campaigns (mini-games, contests, etc.) to increase both the exposure and the engagement.

On the contrary, if consumers are looking to buy based on seasonal holidays or are interested in themed or limited edition cosmetics, Douyin can help retailers by allowing them to promote coupons and highlight product features.

Out of many diverse Chinese Channels, there are many more that serve different purposes and achieve different outcomes for cosmetic brands. To help secure long-term success in such digital ecosystems, Sekkei Digital Group helps brands to understand their market and develop a successful digital formula to communicate better for an impactful online presence.

E-Commerce and sales support for Cosmetic brands in China

At Sekkei Digital Group, we help cosmetic brands activate their eCommerce operations in China through a solid sales support plan. All plans are custom created through the outcomes of eCommerce analysis. This helps us decide on the right e-Commerce promotional channels, type of estore and frequency of the e-store updates (redesign, content audit, regulations checks, etc.).

We help target seasonal-based interests through calendar promotions and bring awareness of new products using KOLs/KOC s via Livestream and e-commerce promotional events. When brands work with us, we help them reach their Chinese eCommerce’s full potential through tactical marketing and sales techniques tailored to China.

Related Article

China is the world’s second largest cosmetics consuming market. Marketing channels are booming in China, making it easier for foreign brands to enter the market. 

Related Work

Tmall Management & Promotion, WeChat & Online Reputation

Elevant came to us for help as they needed to activate their sales on their Tmall flagship store, their only sales channel available. Our task was to properly activate the Elevant brand by building up their brand awareness on social media, educating potential customers on the brand mantra and products on offer, and improving the community around the brand on their social and eCommerce platforms.


What are the key considerations for foreign cosmetic brands when entering the Chinese market?

When entering the Chinese market, foreign cosmetic brands should prioritize factors such as localization, understanding consumer preferences, navigating regulatory requirements, building partnerships, and establishing effective distribution channels.

How can SDG help promote my cosmetics brand in China?

We  specialize in unlocking the potential of cosmetics brands in China through our expertise in digital marketing. Our team crafts tailored strategies, leveraging online advertising, social media campaigns, influencer partnerships, and e-commerce solutions to enhance your brand’s visibility and drive sales in the Chinese market.

What digital marketing strategies does SDG employ to promote cosmetics brands in China?

SDG implements a range of effective digital marketing strategies tailored to your brand’s unique goals. Our expertise includes targeted social media advertising, strategic collaborations with Key Opinion Leaders (KOLs), Baidu search engine optimization (SEO), captivating content marketing, mobile marketing, and harnessing the power of popular e-commerce platforms like Tmall and

Can SDG help build brand recognition and reputation in China’s cosmetics industry?

Absolutely! SDG specializes in developing robust brand positioning strategies, engaging content campaigns, and fostering relationships with influential figures and online communities. We work tirelessly to enhance your brand’s reputation, build strong brand loyalty, and establish a remarkable presence in the Chinese digital ecosystem industry.

What kind of metrics and analytics does SDG provide to track campaign performance?

We understand the significance of data-driven decision-making. We provide detailed analytics on website traffic, user engagement, conversions, customer demographics, campaign ROI, and other key performance indicators. These insights empower you to make informed decisions and optimize your campaigns effectively.

Can SDG assist in influencer collaborations for beauty brand promotion in China?

Absolutely! SDG has a strong network of influential beauty influencers and Chinese Key Opinion Leaders (KOLs). We identify and collaborate with relevant influencers who align with your brand’s values and target audience, leveraging their reach and influence to promote your brand, increase brand awareness, and engage with your target customers.

Let’s work together!

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