C-beauty brands acquiring overseas channels: Where the next growth curve lies

C-beauty brands acquiring overseas channels has been gaining momentum. Data shows that in Q1, market size grew yoy by 12.6%, and industry attention is clearly rising. This piece breaks down where the next growth curve lies using public information and platform data.

Supply-side changes are equally visible. JOOCYEE’s layout in Beijing, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

On the data side, market size grew yoy by 12.6%, with month-on-month improvement through Q1. This suggests where the next growth curve lies is a structural trend rather than short-term noise.

For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Beijing; and treat compliance and data capability as the new moat.

Bottom line: c-beauty brands acquiring overseas channels is moving from concept to execution — where the next growth curve lies. Brands should review strategy before Q1 and prioritise channels and segments with higher certainty.

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