A Study of China’s Cosmetics Industry: From Domestic Growth to International Expansion

In recent years, the global perception of China is undergoing many dynamic transformations. From being regarded as the low-cost “world’s factory”, China is now rapidly developing into a powerful manufacturing hub, where many Chinese companies from multiple different sectors are emerging as cultural and economic forces, influencing the global stage and challenging their international competitors. In this context, this thesis aims to explore the growth experienced by the cosmetics and beauty sector in China, and how they are gaining significant international traction by integrating Chinese culture into their products. The key consideration will be how the attention posed to improving fundamental aspects such as research and product development, marketing, digital economy and new safety regulations have made possible for Chinese cosmetics companies to conquer the domestic market as well as challenge the global beauty sphere. Therefore, this thesis will provide an overview of the growth and global expansion process of Chinese local cosmetics brands, and it will establish a connection between the current rise of global interest towards Chinese culture and consumer products and the soft power strategies exercised by the Chinese government.