BEIJING, Oct. 4 (Xinhua) -- Domestic cosmetic products have become staples in the daily beauty routine of Jia Yaxin, a 21-year-old university student in Beijing.

"For students and young women entering the workforce, the domestic beauty brands offer products that are not only reasonably priced but also with a good user experience," Jia said. "They have built a loyal customer base, and it seems like their growth is stable."

Jia is among a growing number of consumers who have taken a liking to Chinese homegrown beauty brands in recent years.

Statistics from global market research firm Euromonitor International showed that Chinese beauty brands, or C-beauty brands, have seen their sales grow 51 percent between 2017 and 2022, outperforming the overall beauty and personal care market's 42 percent growth in the same period.

"I learned about these products mainly through live-streaming sessions by social media influencers on platforms, such as Xiaohongshu, or Little Red Book, and Sina Weibo," said 21-year-old Qiu Ting, another avid consumer of Chinese homegrown cosmetics.

China's cosmetics industry has been highly influenced by social media and e-commerce platforms.

In 2022, the sales of domestic Chinese brands on Douyin, the Chinese version of TikTok, grew by 110 percent year on year. Live broadcast views of emerging brands, such as the beauty brand Perfect Diary, soared by 2,328 percent during the same period, according to a report released by Douyin.

In the international arena, Chinese beauty brands are also gaining popularity.

In the first half of this year, China's exports of cosmetics and personal care products reached 3.03 billion U.S. dollars, up 23.7 percent year on year, according to data from the General Administration of Customs.

Chinese cosmetic brand Florasis, known for its traditional Chinese aesthetics and savvy social media marketing, opened its official store on Amazon Japan in March 2021. Several products quickly sold out upon their debut, said the company's branding director Lin Zengsheng.

Through cross-border e-commerce sites and channels, Florasis has reached consumers in over 100 countries and regions, Lin said.

As the world's second-largest consumer market of cosmetics, China offers immense growth potential for domestic beauty brands.

Industry experts believe that the surging growth of domestic beauty brands can be attributed not solely to the impact of live streaming and short videos, but also to the ongoing enhancement of factors like technological advancements.

As one of the leading domestic beauty companies, Bloomage Biotech is actively expediting the conversion of its research endeavors into practical applications.

A laboratory specializing in the quality control of cosmetic ingredients, a collaborative effort between Bloomage Biotech and Shandong University, has gained recognition from the National Medical Products Administration.

In the continuously evolving and competitive cosmetics industry, Chinese consumers are increasingly raising their expectations for product quality, said Jia Haidong, senior R&D director of Shanghai Jahwa United Co., Ltd.

"Excellent design and quality control not only provide consumers with a better experience but also showcase brand strength and differentiation advantages," Jia added.

Wang Maochun, deputy head of China Chamber of Commerce for Import and Export of Medicines and Health Products, said Chinese cosmetics companies, relying on long-term accumulation and proactive innovation, have already begun to shine. "They have the capability to compete with overseas brands, gradually winning consumers' favor and expanding their market share." Enditem

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