Selling Beauty in China? Forget Everything You Know. 🙂
“if you think marketing beauty in China is just about opening a Tmall store and waiting for sales to roll in, you’re dreaming.” By Philip Chen, GMA
China’s beauty industry is a battlefield, and if you’re not playing the digital game right, your brand will be invisible.
The truth in 2025? Marketing in China is digital-first, mobile-driven, and 100% social. If you’re not on the right platforms, with the right influencers, in the right formats, you’re losing money every single day.
So, what does it take to win? Let’s break it down.
1. RED (Xiaohongshu): If You Don’t Have It, You Don’t Exist 📕
RED (Xiaohongshu) is China’s most trusted beauty review platform. Chinese consumers, especially Gen Z and Millennial women, use it to research before buying. If your brand isn’t on RED, you don’t exist in their world.
✅ What Works on RED?
- User-Generated Content (UGC): Everyday users posting about your products = instant trust.
- KOCs (Key Opinion Consumers): Micro-influencers drive more sales than celebrities here.
- SEO Strategy: Optimize posts for RED’s search function—this is where people look before buying.
🚀 Pro Tip: Don’t sell, educate. Share skincare tips, ingredient breakdowns, and real results.
2. Douyin (TikTok China): Where Beauty Goes Viral 🎥
Forget Instagram—Douyin is where beauty trends explode. If you’re not on Douyin, you’re missing out on millions of potential customers. This is where brands build awareness fast.
✅ What Works on Douyin?
- Short, engaging tutorials: 15-30 seconds to grab attention.
- Before & After Transformations: Instant gratification sells.
- AI-Powered Ads: Hyper-targeted to reach the perfect audience.
🚀 Pro Tip: Use Douyin’s eCommerce integration to link directly to your store. Short video → impulse purchase.
3. Livestreaming: Not Optional—It’s a Must 📡
In China, shopping is entertainment. Livestreaming isn’t a trend—it’s the #1 sales driver for beauty brands.
✅ Why Livestreaming Works?
- Real-time interaction: Consumers can ask questions, see the product in action, and buy instantly.
- Emotional connection: Livestreamers create urgency and excitement.
- Massive ROI: Brands see conversion rates of 10-30% during livestreams.
🚀 Pro Tip: Partner with a top beauty livestreamer—they have built-in trust and an engaged audience ready to buy.
4. KOLs (Key Opinion Leaders): The Real Decision-Makers 🎤
If you think your brand speaks for itself, you’re wrong. In China, people don’t trust brands—they trust KOLs.
✅ How to Use KOLs for Beauty Marketing?
- Product Reviews: KOLs break down ingredients and real results.
- Try-On Videos: Seeing is believing—especially for cosmetics and skincare.
- Livestream Selling: Many top KOLs drive millions in sales per session.
🚀 Pro Tip: Work with a mix of big KOLs + micro-KOLs for maximum impact.
5. Tmall: Powerful, But Complicated 🏬
Every beauty brand wants a Tmall store, but it’s not for beginners. Tmall is a long-term investment, not a quick win.
✅ What You Need to Succeed on Tmall?
- Serious Budget: High entry fees, heavy ad spend required.
- Brand Authority: You need strong branding before launching.
- Promotions & Traffic Boosters: Tmall is pay-to-play. Sales don’t happen organically.
🚀 Pro Tip: If you’re not ready for Tmall, start with WeChat Mini Programs or JD for a simpler approach.
6. JD: Simple, Effective, and Direct 🚀
For beauty brands looking for a more straightforward eCommerce model, JD is faster and easier than Tmall.
✅ Why JD Works?
- Fast Logistics: JD’s delivery speed builds customer trust.
- Lower Costs: Easier entry compared to Tmall.
- Great for Mass-Market Brands: If you’re mid-range pricing, JD is perfect.
🚀 Pro Tip: JD + Livestreaming = Sales Explosion. Use JD Live to drive traffic.
Final Takeaway: China’s Beauty Market is Digital-First. Adapt or Die.
Success in China’s beauty industry is about moving fast, being visible, and engaging your audience on the right platforms. Here’s the playbook:
🔥 RED for trust & credibility
🔥 Douyin for viral exposure
🔥 Livestreaming for instant conversions
🔥 KOLs for influence & credibility
🔥 Tmall for long-term brand building
🔥 JD for quick, effective eCommerce
💡 Are you using all of these channels effectively?
Chinese consumers are fond of foreign cosmetics products
In China, almost 90% of consumers use e-commerce when purchasing beauty products, according to Bomola’s recently published « China Prestige Beauty Report».
The latter states than 80% of Chinese consumers have bought cosmetics products abroad but that 70% of them did so by using local e-commerce Sites. They have become international consumers and they pay attention to the different kinds of products they could purchase elsewhere but also to prices differences. This is undoubtedly a sign of how promising the Chinese market is regarding luxury cosmetics and perfumes, which is why they want to be visible to Chinese consumers.
Even if media expenditures are important, other factors can also impact on a band’s visibility, such as: discussions about the brand on forums and e-commerce websites, presence on store listing or review websites.
Who are these buyers?
In China, the average luxury beauty consumer has 32 years old and his household earnings are about 72,500$. They are mostly married active women and live in big cities such as Beijing or Shanghai.
Customer service and quality products are what makes shops the favourite way of shopping for luxury beauty products for Chinese consumers.
When shopping online, these buyers like to make research on many websites. Most of them use the same platforms to make these purchases: among 2000 respondents, 50 platforms appear to be used by 80% of them, which is why it is important for beauty brands to be visible on these websites.
Jumei, a cosmetics e-tailer, and marketplaces like Taobao and TMall are the most popular ones.
However, it is important for brands to understand that parallel markets develop on these platforms, enabling non official sales. Although these platforms represent a risk, they also help increasing brand awareness.
Finally, in order to provide beauty consumers with a complete online shopping experience, the brand also opened a TMall store to appeal to a larger audience of netizens than the ones using its own commerce website.
Related topics :
- Chinese luxury buyers online
- Usefull tips to succeed on Social Media in China
- Cosmetics marketing strategy in China
- Online sales for beauty products on the rise
- Wechat Marketing in China
Why GMA is the Best Agency for Beauty Brands in China
Choosing the right agency for your beauty brand in China is the difference between success and wasted budget. At GMA, we don’t just promise results—we deliver them. Here’s why we are the best cost-effective, ROI-driven choice for international beauty brands.
1. We Know China’s Beauty Market Inside Out 🏆
Many agencies talk about China, but we live and breathe it. With over a decade of experience in beauty, we know:
✅ What Chinese consumers want (trends, preferences, and spending habits).
✅ How to navigate regulations, cross-border eCommerce, and Tmall approvals.
✅ Which platforms work best for luxury, mid-range, and mass-market beauty brands.
🚀 Result: No guesswork. Just proven strategies that sell.
2. We Focus on ROI, Not Vanity Metrics 💰
Brand awareness is great—but if it doesn’t convert into sales, it’s just noise. At GMA, we focus on:
✅ High-ROI platforms like Douyin, RED, and WeChat Mini Programs.
✅ Data-driven campaigns to optimize budget and eliminate waste.
✅ A/B testing to find the best-performing creatives and ad strategies.
🚀 Result: Lower CPA, higher sales, and a stronger bottom line.
3. We Are Cost-Effective & Transparent ⚖️
Many agencies charge outrageous fees upfront with no guarantees. Not us.
✅ No hidden costs—our pricing is clear and competitive.
✅ Flexible packages—whether you’re a startup or an established brand, we tailor our services to your budget.
✅ We reinvest your budget where it truly matters—ads, influencers, and traffic growth.
🚀 Result: More impact per dollar spent. No waste, no surprises.
4. We Specialize in Beauty & Work with Top Brands 💄
Unlike generalist agencies, beauty is one of our core strengths. We’ve helped brands like:
✅ L’Oréal – Boosted brand awareness on Douyin & RED.
✅ YSL Beauty – Leveraged KOLs & livestreaming to drive sales.
✅ Emerging Indie Brands – Built their first foothold in China with cost-effective social commerce strategies.
🚀 Result: A track record of real success in China’s competitive beauty space.
5. We Handle Everything In-House: No Middlemen 🔄
Many agencies outsource their work, leading to delays and inconsistent quality. At GMA, everything is done in-house:
✅ Marketing strategy, social media, KOL management—all under one roof.
✅ Creative content, ad optimization, and local branding—customized to your audience.
✅ Direct access to our team—no long chains of communication or unnecessary bureaucracy.
🚀 Result: Faster execution, better control, and higher efficiency.
Final Takeaway: GMA = The Right Partner for Your Beauty Brand in China
We know the market, deliver real ROI, keep costs lean, have proven success, and execute in-house. If you’re serious about selling beauty in China, we’re the agency to make it happen.
💡 Want to discuss your strategy? Let’s talk.