Chinese beauty and fashion brands are rapidly growing their presence among global MZ consumers (Millennials + Gen Z), shedding the old “cheap product” image through trend-driven strategies and aggressive social media marketing.
Fairy-tale concepts and bold marketing
Flower Knows, a Chinese beauty brand, has expanded significantly since launching its own online stores in the U.S. and Europe in 2022, generating over $10 million in annual revenue. About 10% of its total sales now come from the U.S., with products also stocked in Urban Outfitters—a favorite among Gen Z shoppers. Known for its whimsical designs and ornate packaging, Flower Knows has attracted 1.64 million Instagram followers worldwide and recently announced plans to officially enter the Korean market.
Other “C-beauty” names like Florasis, Perfect Diary, and Judydoll are also thriving in global markets. Florasis, for example, is renowned for packaging that highlights traditional Chinese aesthetics. Its $45 cushion foundation ranked among the top three bestsellers on Vietnam’s TikTok beauty shop last year. Industry insiders note that Chinese beauty companies are strengthening quality, design, and marketing, making them competitive on a global scale.
Florasis and Flower Knows heavily leverage social media for outreach, collaborating with international influencers and models to boost visibility across platforms like TikTok. Some Korean industry experts warn that C-beauty brands’ rapid expansion, especially in color cosmetics, poses serious competition to K-beauty’s dominance.
C-fashion breaks the “cheap” stereotype
Chinese fashion brands are also rising in global demand. Shanghai-based label Shushu/Tong has built an international reputation for feminine designs worn by K-pop stars like BLACKPINK’s Jennie and aespa’s Ningning, helping establish its image as a trendsetter. Despite cardigans priced at over 300,000 KRW, the brand continues to attract consumers thanks to high-quality design and craftsmanship—effectively breaking the stereotype that “C-fashion equals cheap.”
In Korea, Shushu/Tong has gained traction through a partnership with Samsung C&T’s fashion division, which introduced the brand to its high-end concept store “10 Corso Como Seoul” in Cheongdam. Last month, the label also hosted a 10-day pop-up store, and Samsung C&T confirmed that it plans to expand domestic supply of Shushu/Tong’s fall/winter line by 40% year-on-year to meet growing demand. Other emerging Chinese fashion designer brands, such as Susan Fang and Mark Gong, have also been introduced to Korean consumers via the same platform.
Sources: Daum
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