For years, Korean beauty has set the standard, introducing consumers to everything from glass skin and snail mucin to intricate multi-step skincare routines. But now, a different contender is stepping into the spotlight: Chinese beauty. With its fusion of ancient herbal remedies, high-tech innovations, and ultra-luxurious formulations, C-beauty is gaining worldwide recognition–and for good reason. More than just a trend, it’s a beauty movement mixing tradition and modern science.
While K-beauty is known for its playful packaging and innovative skincare steps, C-beauty leans into elegance, heritage, and holistic wellness. Brands like Herborist, Chando, and Florasis are redefining skincare by integrating ancient Chinese remedies with advanced biotech innovations. Instead of focusing solely on trendy, quick-fix products, C-beauty is shifting the conversation toward long-term skin health, harping on ingredients like ginseng, goji berries, and pearl powder (TCM staples that have been used for centuries). However, these aren’t just old-school remedies; they’re being reimagined with high-tech formulas and modern packaging.
A major force behind C-beauty’s rise is Guochao, which translates to “national trend.” It’s essentially a celebration of Chinese heritage and craftsmanship, sparking a major love for homegrown brands.
But Guochao isn’t just influencing beauty—it’s shaping fashion, architecture, and even food, with its impact only set to grow in 2025 and beyond. Within beauty, wealthy Chinese consumers are steering the shift, choosing high-end, locally made products over Western luxury brands. Thanks to e-commerce platforms like Tmall and Xiaohongshu (Little Red Book), C-beauty is reaching international audiences faster than ever.
Several rising C-beauty brands are making waves both in China and beyond. Flower Knows has captured consumers with its whimsical, fairytale-inspired packaging, turning makeup into a collector’s dream.
Meanwhile, Judydoll is bringing bold pigments and fun, highly pigmented formulas that rival major Western brands. Viral moments are also fueling C-beauty’s momentum. In 2024, Sacheu’s Peel-Off Lip Liner Stay-N became a TikTok sensation, thanks to its innovative formula that applies as a gel and peels off to reveal a long-wearing stain. Meanwhile, gua sha tools saw a major resurgence after viral videos highlighted their sculpting benefits. These brands, and plenty more, are proving that C-beauty isn’t just another take on K-beauty—it’s its completely own entity.
Rather than just following trends, Chinese beauty is redefining luxury, mixing ancient ingredients with cutting-edge tech to create products that feel both timeless and modern. With its focus on holistic skincare, high-end formulas, and smart beauty innovations, it’s not just having a moment—it’s shaping the future.