Domestic cosmetics looking pretty overseas

In addition, the company said that prior to entering the Japanese market, some of its products were already attracting great attention. Its West Lake-themed cosmetics gift box was well received in Japan, appearing among hot topics on Japanese Twitter.

A cosmetics gift box decorated with Miao ethnic group elements was also a hot seller. The overseas shopping price for the box ranged from 900 yuan ($140.6) to 2,000 yuan.

In terms of its overseas distribution channel, Florasis took advantage of Tmall's international platform. Meanwhile, Perfect Diary and Colorkey, another Guangzhou-based cosmetics brand, entered Southeast Asia through Shopee.

Offline distribution channels are also favored. In 2018, Shanghai-based Marie Dalgar entered Thailand, Malaysia and Singapore through offline cosmetics store Sephora. Guangzhou-based Zeesea entered Japan through Matsukiyo－the largest cosmeceuticals chain store in the country.

By the end of this year, Zeesea plans to have 7,000 brick-and-mortar stores in Japan, the company told Jiemian.

To better tap into overseas markets, Chinese cosmetics brands have made needed adjustments.

For example, Florasis' hottest-selling lipstick color in the Chinese market is bright red, while in Japan, favored shades are maple leaf red, peach pink and berry red.

In terms of pricing, according to Florasis, its overseas price is 1.7 times that seen for the same products in China after considering tariff, logistics costs, overseas services and operations.

"In terms of quality, formula, design, innovation and value, we are no different from our international peers," said a spokesperson for Florasis, who declined to be named.

"Affordability is no longer the only tag of Chinese cosmetics brands. Creativity and originality are why we thrive and continue to win our customers," said the spokesperson of Florasis.

Perfect Diary is also stepping up efforts in localizing products overseas. According to the overseas business department of Yatsen Holding Ltd－its parent company－Perfect Diary launched a cross-branded cosmetics series with Sanrio, a popular intellectual property brand in Southeast Asia.

In addition, in the Southeast Asian market, Perfect Diary found that red bean and rosy pink were the hottest-selling colors for its lipsticks.

"Based on local needs, we upgrade our products. For example, the tropical weather in Southeast Asia requires higher makeup retention capacity. As a result, we pay more attention to the oil control function of the facial powder launched in the local markets," said an executive from the overseas business department of Yatsen, who declined to be named.

Hu Qimu, a senior researcher at the China Digital Economy Institute, said that the next three to five years will see great potential for Chinese cosmetics brands to expand overseas.

Huang Tao, an independent expert in public relations, said, "To be deeply immersed in overseas markets, homegrown brands should maintain core competitiveness with independent supply chains to improve product quality."

Huang added that: "In the process of globalization, they should carefully study the consumption habits of local users, constantly sum up experiences, and adjust and diversify product portfolios.

"Chinese brands should pay attention to international communication and build global brand power," said Huang.

"To tell a good story, it is key to create localized communication content on digital platforms, such as videos and livestreaming."