Domestic brands rapidly raising their game

Florasis' total transactions reached more than 100 million yuan ($14.79 million) just one year after the opening of its Tmall flagship store in August 2017. Last year, the brand's gross merchandise volume rose to 5.4 billion yuan, up from 3.3 billion yuan in 2020.

After experiencing rapid growth, Florasis' main goal now is to develop the quality of its existing products through in-depth research, instead of promoting a range of new items.

In March, Florasis launched China's first CMF (color, material and finish) laboratory in the cosmetics industry to focus on researching the use of sustainable materials, the relationship between female skin characteristics and makeup color, as well as color trends in Chinese fashion.

In 2019, Florasis began planning its overseas market due to increased demand from consumers living abroad for products that feature Chinese culture. The brand entered the Japanese market in March last year, and two months later, it launched its global website.

In January, Florasis released part of a makeup series that features the 24 solar terms on the traditional Chinese calendar. The series highlights Chinese makeup characteristics such as thin and long eyebrows, under-eye makeup and cherry lips, integrating the different solar terms and floral characteristics into the makeup by combining the shape and color of flowers.

"Our growing popularity overseas has given us the confidence to continue our research and development of products that feature unique Chinese culture in their design and raw materials," Meng said.