The C-Beauty Brand Taking on the Global Market
By Kelli Luu | 09 Apr, 2026

Chinese cosmetics brand, Florasis quickly went viral for seamlessly blending Chinese culture with modern makeup and is now navigating the Western market.

The world has been introduced to K-beauty and J-beauty, but recently, a new wave of Chinese brands, or C-beauty, are beginning to attract global attention. Florasis is one of those brands that is blending Chinese aesthetics with modern cosmetics. 

Florasis was developed in Hangzhou in 2017 by Chinese entrepreneur Wu Chenglong, alongside co-founder Fei Man with the vision to create a beauty brand that would showcase Chinese culture within their cosmetics while still competing with global giants. 

From the very beginning, Florasis stood out because of their intricate engraved packaging and design. Products like lipsticks and eyeshadow palettes quickly went viral on social media, especially with rising Chinese trends that have been flooding the algorithm. 

Not only were the company’s products aesthetically pleasing to look at, they also incorporated elements of Traditional Chinese Medicine. Florasis uses natural, sensitive-skin friendly ingredients like pearl powder, ginseng, and floral extracts, positioning the brand as both culturally rooted and science-backed. 

During the early marketing stages, Florasis leaned heavily into influencer gifting and livestreaming, which has become a major  way to generate sales for many industries. Florasis reported $800 million in annual revenue in 2021, which allowed them to begin expanding internationally across Asia.

Of course, success doesn’t come without challenges, and in 2023, the brand faced backlash after consumers were criticizing what became known as the “79 yuan eyebrow pencil”, which is currently equivalent to around $11.50 USD. Consumers questioned the price and whether it was fair in comparison to competitors and comments made during a live stream about the product only added fuel to the fire. 

More recently, Florasis has been navigating leadership changes and global expansion with Melina Zhao currently active as CEO of the company’s North America Division. With goals to open 50 stores by 2027, Florasis is shifting into Western markets and the brand is tweaking their message, highlighting innovation and universal beauty rather than traditional symbolism. 

Florasis is more than just a makeup brand. It represents a bigger change in the beauty industry where Chinese companies are beginning to compete on the international scale, even with those in the high-end sector.