If you’re only looking toward Korea and Japan for skincare innovation, it’s time to widen your beauty radar. Chinese beauty brands—often called C-beauty—are stepping into the global spotlight. They are doing so with sleek packaging, science-backed formulations, and a uniquely modern take on skincare and makeup.

From minimalist serums to bold lipsticks, China’s beauty scene is growing fast. And we’ve got the list of brands worth watching (and trying).

Why C-Beauty Is on the Rise

China’s beauty industry is evolving rapidly thanks to:

• Tech-driven R&D
• Ingredient transparency
• A new wave of “skinimalist” consumers
• Global-standard quality at affordable prices

So whether you’re into high-performance skincare or fun, color-forward makeup, C-beauty brands are offering something exciting, effective, and totally Instagram-worthy.

Top Chinese Beauty Brands to Know

Perfect Diary (????)

Best for: Trend-driven makeup with global appeal

If you’ve ever scrolled through Chinese beauty TikTok (or Xiaohongshu), chances are you’ve seen Perfect Diary. Often dubbed the “Glossier meets ColourPop” of China, this fast-rising brand has become a beauty icon among Gen Z and millennial consumers—not just in China, but increasingly around the world.

Perfect Diary exploded onto the scene with a clear vision: high-quality, ultra-aesthetic makeup that’s affordable and fun to use. With sleek, minimalist packaging and product names inspired by fashion, nature, and pop culture, the brand has tapped into the desire for makeup that’s both wearable and Instagrammable.

One of the biggest things that sets Perfect Diary apart is its creative collaborations. Their famous Explorer Eyeshadow Palettes, for instance, were designed in partnership with the Discovery Channel and inspired by endangered animals like red pandas and snow leopards—each palette featuring rich, unique color stories and stunning imagery. The attention to detail, from the packaging to the shade names, makes every product feel like a collector’s piece.

But it’s not just about looks. Perfect Diary’s formulas have consistently impressed beauty lovers with their pigmentation, blendability, and wearability, especially considering their budget-friendly price tags. Their lipsticks and glosses are especially popular for their silky, comfortable textures and trendy color ranges, often tailored to complement a wide variety of Asian skin tones.

The brand has also been a pioneer in leveraging beauty tech, from AI-driven shade finders to virtual try-on features in their app. This makes the shopping experience more personalised and interactive. With flagship stores in China and a growing international presence through platforms like YesStyle and Amazon, Perfect Diary is clearly eyeing the global stage.

Must-try products:

• Explorer Eyeshadow Palettes – Gorgeous, blendable shades with unique animal-themed packaging
• Rouge Intense Velvet Slim Lipstick – A semi-matte finish that glides on comfortably and lasts
• PerfectStay Liquid Foundation – Lightweight with medium coverage, ideal for a natural skin-like finish

Florasis (???)

Best for: Luxurious, culturally rich beauty with artisan packaging

If Perfect Diary is modern and trendy, Florasis is its poetic, heritage-rich counterpart. Also known as Huaxizi, Florasis has carved out a distinct niche in the C-beauty landscape by blending ancient Chinese aesthetics with cutting-edge product innovation. Everything about the brand—from its packaging to its marketing—feels like a celebration of Chinese art, history, and feminine elegance.

What instantly sets Florasis apart is its exquisite product design. Think intricately carved lipstick bullets, floral relief compact powders, and silk-inspired casing that could easily be mistaken for museum-quality pieces. Each product feels like an heirloom, and unboxing it is part of the experience.

But don’t let the ornate look fool you—Florasis is just as committed to performance as it is to presentation. The brand places a strong emphasis on traditional Chinese herbal ingredients such as lotus, ginseng, peony, and pearl powder. These botanicals are chosen not only for their symbolic value but also for their proven skincare benefits—like soothing inflammation, boosting radiance, and strengthening the skin barrier.

Florasis has also gained global buzz for its viral lipstick formulas, particularly the Blooming Rouge Love Lock Lipstick, which features sculpted bullet designs and a smooth, velvety finish. Equally popular is the Floral Engraving Phoenix Eyeshadow Palette, known for its rich color payoff and versatile mix of mattes, shimmers, and satins—all wrapped in a case worthy of display.

The brand is also celebrated for its efforts to revive and reinterpret ancient Chinese beauty rituals, with tutorials and campaigns inspired by dynastic beauty looks. It appeals not only to makeup enthusiasts but also to culture lovers who appreciate storytelling through beauty.

Must-try products:

• Blooming Rouge Love Lock Lipstick – A work of art with intense colour and a semi-matte finish
• Floral Engraving Phoenix Eyeshadow Palette – Luxurious textures with high pigment payoff
• Peony Exquisitely Silky Setting Powder – A soft-focus finish with a breathable, lightweight feel

3. Herborist (???)

Best for: Traditional Chinese medicine meets modern skincare
Herborist is one of China’s most iconic heritage skincare brands, and for good reason. Rooted in the philosophy of Traditional Chinese Medicine (TCM), Herborist blends centuries-old herbal wisdom with contemporary skincare science to create formulas that feel both time-honored and cutting-edge.

The brand’s approach is deeply holistic, focusing not just on surface-level beauty but on rebalancing and nourishing the skin from within. You’ll find ancient ingredients like ginseng for revitalization, white peony to calm inflammation, and white tea for antioxidant protection—each chosen for its unique healing properties. These botanicals are often paired with modern actives to enhance efficacy without compromising the skin’s natural barrier.

Aesthetically, Herborist leans into a clean, spa-like minimalism, from its packaging to its textures and scents. There’s a sense of ritual in every use—perfect for skincare lovers who enjoy slow beauty and sensorial routines. Think creamy masks, gel-like essences, and herbal-infused serums that bring balance and tranquility to even the most stressed-out skin.

Though once harder to access outside of Asia, Herborist is now expanding globally, making its line more accessible to skincare lovers interested in culturally rooted, plant-forward formulations that feel luxe but grounded.

Must-try products:

• Revitalizing Mask

• Tai Chi Essence

Winona (???)

Best for: Sensitive skin
Winona is a quiet powerhouse in the Chinese skincare world—less about flashy packaging and more about clinical calm and credibility. Designed with dermatological backing, this Yunnan-based brand focuses exclusively on caring for sensitive and compromised skin, making it a top choice among dermatologists, estheticians, and minimalist skincare users across China.

What sets Winona apart is its commitment to simplicity and skin barrier support. The ingredient lists are short, purposeful, and designed to minimize the risk of irritation. You won’t find harsh fragrances or aggressive exfoliants here. Instead, you’ll find ingredients like portulaca extract (known for its soothing and anti-inflammatory properties), panthenol, and ?-glucan, all working together to strengthen and restore the skin’s natural defenses.

The brand has built a loyal following among people dealing with rosacea, eczema, hormonal breakouts, and even post-procedure skin. Its hero product, the Soothing Moisturizing Cream, is widely recommended in online beauty communities as a go-to for anyone experiencing redness, tightness, or stinging.

Winona’s aesthetic is clean and clinical—think of it as the Chinese counterpart to La Roche-Posay or Avene. But what makes it special is how well it performs, especially for those who feel overwhelmed by overly complicated routines or who’ve tried everything without success.

Must-try products:

• Soothing Moisturizing Cream – an everyday essential for barrier repair
• Anti-Sensitive Essence – lightweight but highly effective
• Barrier Repairing Treatment Cream – ideal post-laser or during flare-ups

Judydoll (??)

Best for: Playful, affordable colour cosmetics for Gen-Z beauty lovers
If you’re someone who believes makeup should be fun, expressive, and budget-friendly, Judydoll is the Chinese beauty brand you need on your radar. With its pastel packaging, bold colour ranges, and ever-evolving seasonal drops, Judydoll brings a youthful, energetic spirit to the C-beauty scene—like a mix of Etude House, ColourPop, and Rom&nd with a distinctly Chinese twist.

Aimed at Gen-Z and young millennials, Judydoll makes experimentation easy and approachable. The brand is especially beloved for its cloud-soft blushes, multi-dimensional eyeshadows, and airy lip tints. All are designed to help you create everything from soft, dewy looks to vibrant statement styles. Their shade curation is thoughtful and on-trend. They offer a wide variety of colours that cater to fair, medium, and deeper skin tones across Asia.

Judydoll’s textures are also worth noting. Their blushes have a mousse-like, buildable consistency that melts into the skin. On the other hand, the eyeshadows range from creamy mattes to ultra-reflective shimmers with impressive staying power. And despite the brand’s super affordable price point, the quality consistently over-delivers. This makes it a perfect entry point for anyone looking to dip their toes into C-beauty.

You’ll also find an emphasis on modular, mix-and-match packaging. This packaging lets users personalise palettes or lip duos, which resonates with the brand’s digitally native audience. It’s a beauty playground that encourages you to explore, create, and reinvent your look as often as your mood changes.

Must-try products:

• Cloud Soft Blush – featherlight with a satin finish
• Judydoll Diamond Eyeshadow – pressed glitters and crystal shimmers
• Water Light Lip Gloss – juicy, non-sticky shine with a K-pop vibe

Proya (???)

Best for: Affordable, science-driven skincare with dermatologist credibility

Proya is one of China’s most trusted and fastest-growing skincare brands—and for good reason. Founded in 2003 and now publicly listed, Proya represents the next generation of clinical yet accessible skincare, blending modern dermatological research with price points that won’t make your wallet weep.

Positioned as a science-first brand, Proya is known for its ingredient transparency, targeted formulations, and commitment to skin health. While it was once considered just a mainstream drugstore brand, Proya has gone through a quiet transformation over the past few years. It has risen in status thanks to a new wave of research-backed releases that rival some of the most respected Western dermocosmetic lines.

The brand’s cult-favourite line, Proya Deep Ocean Energy, is a perfect example of this shift. Powered by marine extracts, niacinamide, and multiple molecular weights of hyaluronic acid, this series is designed to plump, hydrate, and strengthen the skin’s natural barrier—without irritating even sensitive skin types. Meanwhile, Proya’s Firming and Anti-Aging line has gained viral status in China for incorporating pure retinol and peptides into formulas that are surprisingly gentle and effective.

Proya doesn’t chase trends—it builds trust through consistent performance, scientific integrity, and clean aesthetics. With sleek, minimalist packaging and soft aquatic tones, their product design reflects the brand’s calm, clinical appeal. No fluff, just formulas that work.

Must-try products:

• Retinol Youth Essence – gentle enough for beginners but delivers results
• Deep Sea Energy Moisturizing Cream – hydration powerhouse
• Brightening Essence with Niacinamide & Tranexamic Acid – for pigmentation & dullness

Where to Buy C-Beauty Products

Most of these brands are now available on:

• YesStyle
• Stylevana
• Tmall Global
• Amazon (for selected items)

Always check that you’re purchasing from an authorised retailer or the brand’s official global store.

Final Thoughts

If you’re looking to expand your skincare and makeup collection beyond the usual suspects, Chinese beauty brands are a must-watch. With an emphasis on innovation, aesthetics, and performance, they offer something for every beauty lover, from minimalist routines to statement makeup.

Whether you’re skincare-obsessed or just want to explore something new, these C-beauty brands are absolutely worth a try.