Any beauty obsessive who knows their facial essences from their CC Creams is well-versed in K-Beauty, the innovation-led product explosion that has made its way from Korea across the globe. In recent years, J-Beauty from Japan and even A-Beauty from Australia have joined the industry s growing export alphabet, offering ample opportunities for inter-continental product discovery. But “C-Beauty” has been a slower burn abroad. At home in China, however, business is booming.
Local beauty brands coming out of Beijing, Shanghai, and elsewhere have gained nationwide prominence thanks to a deep commitment to skincare, makeup and fragrance from the country’s largely digitally-native population with a high fluency in mobile interfaces. Many of these products find overnight success on the likes of TMall or WeChat, where most Chinese people spend their days scrolling on their phones. But just as many of them are never heard from again when their formulas, branding, and marketing fall short of some very exacting expectations.
So, what’s the recipe for success that will take these local heroes beyond their borders? It will likely come down to the right blend of ancient Chinese traditions and healing ingredients and a fiercely future-facing approach to formulation. Here, in honor of Lunar New Year, the Vogue China beauty team has selected 13 local products to keep on your radar as we head into the Year of the Rabbit and beyond.
Biohyalux HA Barrier Conditioning Single Use Essence
Biohyalux, which is owned by Bloomage Biotechnology Corporation Limited—one of the world’s largest suppliers of hyaluronic acid—dips into its own supply for the excellent HA Barrier Conditioning Single Use Essence that combines hyaluronic acid and other biotech-backed ingredients, such as ceramides and the pollution-defending ectoine, to support and protect the skin barrier.
Bio-MESO Saccharomyces Rice Radiant Essential Toner
Bio-MESO is another Bloomage Biotech brand that launched in 2018. Popular with students and younger consumers for its affordable price points and oil controlling formulas, the brand’s standout Saccharomyces Rice Radiant Essential Toner features a fermented brown rice extract that controls oil production without stripping the skin.
Winona Anti-Sensitive Moisturizing Tolerance-Extreme Cream
One of China’s most popular brands for sensitive skin, Winona’s Anti-Sensitive Moisturizing Tolerance-Extreme Cream uses extracts of prinsepia utilis royle and purslane to reduce inflammation.
To Summer Limited Edition Cedarwood Wood Wick Candle
In Chinese, “福禄” (fortune) is pronounced similarly to “葫芦” (gourd), a play on words that is delightfully captured by this rabbit-shaped scented candle that sits underneath a gourd-shaped glass dome.
DOCUMENTS Rabbit Mascot Sachet
Known for its unique “chanku” (the pronunciation of ‘Zen’ and ‘Cool’ in Mandarin - referencing a combination of Eastern and Western aesthetics, as well as a traditional-meets-futuristic style) DOCUMENTS library of fragrances and accessories launched in 2021. This furry rabbit head encases a scent diffuser and can be worn as an accessory on your belt, bag or even as a scarf.
Perfect Diary Good Luck Rabbit Eyeshadow Palette
The latest 12-color eyeshadow palette from the popular color brand arrives in a limited edition selection of classic Spring Festival shades.
Colorkey Lucky Rabbit Lipstick
“Too” is a homonym for “Rabbit” in Chinese, which afforded this cheeky makeup brand an opportunity to riff on the idea of “too much” with a limited-edition cherry-pink lip color that references good luck and good fortune in the Year of the Rabbit.
Florasis Floral Engraving Odey Makeup Palette (The Encounter)
Inspired by a folding fan, the latest palette from one of China’s most popular beauty exports is engraved to honor "Ode to the Goddess of the Luo River,” the legendary poem penned by Cao Zhi in the era of the Three Kingdoms.
Timage Light And Shadow Blending Palette
Founded by well-known Chinese makeup artist, Tang Yi, in 2012, Timage’s signature contour palette features shades specifically customized for Asian skin tones.
Proya Deep Ocean Energy Wrinkles and Firming Essence
One of C-Beauty’s best anti-aging essences, Proya’s Deep Ocean Energy Wrinkles and Firming Essence combines 20% Argireline, a potent line-smoothing peptide, and 1% retinol.
Dr. Alva’s Zymolysis Extraction Professional Skin Law Toner
Anti-aging, anti-glycation and UV light damage-correcting, this toner uses a patented fermented brown algae extract to adjust the micro ecosystem of the skin, tackling the physical signs of aging.
Chando Time Frozen Essence (the fifth generation)
Drawing inspiration from creatures of the Himalayas, Chando’s popular essence uses HiMurchaSin, a patented ingredient synthesized from a mountain-born probiotic.
Lan Time Miracle Age-defying Oil
“Lan” means Orchid in Chinese and nods to this brand’s reliance on clean and green formulas. This firming face oil contains 98.9% natural ingredients as well as packaging that is 90% biodegradable.