Southeast Asia as the first stop for C-beauty: Where the next growth curve lies

Southeast Asia as the first stop for C-beauty has been gaining momentum. Data shows that in Q1, market size grew yoy by RMB 0.96bn, 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. One Leaf’s layout in Europe, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

Two signals stand out from One Leaf’s latest moves: resources keep concentrating at the top, while incremental markets like Europe gain bargaining power.

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

Bottom line: southeast asia as the first stop for c-beauty 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.

Related