The C-Beauty Trend Arriving at Our Doorstep: Why Does Gen Z Choose Chinese Cosmetics?
Even amid a global economic downturn, the beauty industry, particularly South Korea's K-Beauty market, continues to show robust growth. However, there are significant changes in the current beauty landscape that cannot solely be explained by the popularity of 'K-culture.' It's the rise of 'C-Beauty.' By analyzing the perspectives and behaviors of Gen Z, we explore the flow of new beauty consumption trends.
The Presence of C-Beauty in Gen Z’s Pouches
Recently, the most noticeable trend in the domestic beauty market is undoubtedly ‘C-Beauty.’ This trend, representing ‘Chinese beauty,’ has deeply permeated the daily lives of Gen Z. According to interviews conducted by Careet, a diverse group of women in their teens and twenties, ranging from high school students to job-seekers, regularly use Chinese cosmetics.
"There's at least one Chinese cosmetic item in every friend's pouch."
Park Jung-eun (16, high school student)
Representative brands include Flower Knows and Judydoll, with practical direct purchase routes through AliExpress's 'Bargain Mart' or Japanese drugstores. Particularly, with the trend of haul videos linked to ‘C-culture’ or ‘Wanghong experience content,’ products featured in Douyin makeup videos are quickly becoming popular by word-of-mouth.
"It's trendy to bring back C-Beauty items from trips to China or Japan."
Kang Da-in (24, college student)
It's Not Just About Price Competition: The True Secret Behind C-Beauty’s Popularity
Many perceive ‘C-Beauty = cost-effectiveness,’ but the main factor swaying Gen Z’s choices is ‘trendiness.’ Recently on SNS, the eye-catching ‘Douyin makeup’ style has gained significant attention. With its flawless skin and bold color-oriented dramatic presentation, it’s no longer seen as an ‘exaggerated style’ but as a ‘sophisticated vibe.’
"Douyin makeup is now considered beautiful and trendy."
Yom Ji-won (21, job-seeker)
As a result, Chinese cosmetics frequently mentioned in Douyin makeup, such as ‘baby butt puff,’ ‘no-glue lashes,’ and ‘Judydoll shading,’ naturally gain popularity and become trendy items.
Why Does Gen Z Focus on Xiaohongshu?
Another route through which Gen Z gets exposed to C-Beauty is SNS platforms. Known as the Chinese Instagram, ‘Xiaohongshu’ has shown notable growth in Korea this year, quickly establishing a foothold. Beyond just obtaining information, it serves as a ‘window for detecting new trends.’
"New Chinese beauty trends are entering through Xiaohongshu."
Park Ye-bin (25, college student)
Aside from Xiaohongshu, Pinterest also played a role in spreading Douyin makeup styles. This platform, which values aesthetically pleasing image composition, has seen a sharp increase in demand for beauty-related content, evolving into a space where Gen Z refers to and consumes trends.
"Douyin makeup style was popular on Pinterest."
Kim Seo-yeon (23, college student)
With the Barriers to Direct Purchasing Falling, the Threshold for C-Beauty Entry Has Lowered as Well
Just a few years ago, purchasing foreign cosmetics required overcoming complex foreign payments, shipping, and language barriers. But now, the circumstances are different. With Chinese shopping platforms like AliExpress, Taobao, and Temu becoming commonplace, purchasing accessibility has significantly increased.
"I think making direct purchases easier has contributed to the C-Beauty trend."
Ryu Eun-seo (24, college student)
The phrases ‘Ali-set’ and ‘Temu-set’ being tossed around like catchphrases reflect this trend. The understanding that ‘beauty item consumption through direct purchase’ is an everyday concept can now be seen as widely accepted.
Content Consumption Creates Beauty Trends
Gen Z doesn’t just buy products. They watch beauty-related videos, imitate styles, and immerse themselves in the brand’s universe. In other words, beauty consumption always moves with media content. Makeup tutorials, reviews, and drugstore haul videos on SNS wield influence beyond mere information.
Especially, the experiences like ‘booking a Chinese makeup shop’ or ‘Wanghong experiences’ where users directly try Douyin makeup have become popular travel courses among women in their twenties, increasing trust in Chinese cosmetics naturally.
"Douyin makeup is so popular that people even book Chinese makeup shops!"
Park Soo-a (26, job-seeker)
Competition with K-Beauty? Now It's a Matter of ‘Co-existence’
Does the rapid growth of C-Beauty signal a crisis for K-Beauty? Not necessarily. Instead, Gen Z is accustomed to consuming both C-Beauty and K-Beauty flexibly depending on the situation. On days needing dramatic makeup, they choose C-Beauty, and when they want to emphasize naturalness, they choose K-Beauty.
Moreover, with its strengths in conveying brand messages, channel diversity, and sustainability, K-Beauty still maintains an edge in the global market. Ultimately, what's important is showing Gen Z a clear concept and quick response to trends.
In Closing
The rise of C-Beauty not only signifies an increase in the popularity of Chinese products but also marks a shift in beauty consumption modes through content, SNS, and direct purchase platforms.
YURICO5 is contributing to the advancement of the cosmetic industry in line with the evolving beauty trends. We will join you in realizing your beauty with trustworthy quality and innovative products.
