For Xie Roumei, a 28-year-old accountant from Fujian province in China, a preference for South Korean cosmetics developed in high school and continues today. Her experience reflects a broader trend that has propelled the South Korean cosmetics industry to become a global powerhouse, with exports now comparable to those of semiconductors and cars.
The Rise of K-Beauty and a New Challenger
The success of South Korean cosmetics is closely linked to the international popularity of K-pop, K-dramas, and beauty ideals like “glass skin.” This has resulted in record growth for the industry, establishing South Korea as the world’s second-largest cosmetics exporter, trailing only France.
However, recent data indicates a shift in the global cosmetics landscape. China is increasing its presence in international markets, driven by strong domestic demand and a more assertive export strategy.
Export Figures and Domestic Shifts
China’s cosmetics exports totaled US$3.99 billion during the first 11 months of 2025, representing an 8.7 percent increase year-over-year. While still behind South Korea’s US$10.3 billion in exports (an 11.8 percent increase), the gap between the two countries is narrowing. Simultaneously, China’s cosmetics imports decreased by 3.4 percent to US$11.63 billion, suggesting that domestic brands are gaining market share within China itself.
Chloe Zhu, a consultant at Euromonitor International, suggests that “Chinese beauty brands may arguably already exceed K-beauty in absolute value and consumer reach,” citing the scale of local demand as a key factor.
Frequently Asked Questions
What is driving the growth of the Chinese cosmetics industry?
Strong domestic demand and a more aggressive push for overseas expansion are driving the growth of the Chinese cosmetics industry.
How do China’s cosmetics exports compare to South Korea’s?
In the first 11 months of 2025, China’s cosmetics exports totaled US$3.99 billion, while South Korea’s reached a record US$10.3 billion. However, the gap between the two is narrowing.
What does the decrease in China’s cosmetics imports suggest?
The 3.4 percent decrease in China’s cosmetics imports suggests that domestic brands are capturing a larger share of the market within China.
As China continues to invest in its domestic cosmetics industry, it could become an even more significant competitor to South Korea in the global market. It remains to be seen whether this trend will continue and how both countries will adapt to the evolving landscape.
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