From east to west: US consumers showing more interest in C-beauty rituals – Florasis

By Amanda Lim

- Last updated on GMT

Florasis is aiming to capitalise on the American beauty consumers’ rising curiosity about Chinese beauty rituals. [Florasis]
Florasis is aiming to capitalise on the American beauty consumers’ rising curiosity about Chinese beauty rituals. [Florasis]

Related tags c-beauty Us China Cosmetics Makeup tcm

C-beauty brand Florasis is aiming to capitalise on the American beauty consumers’ rising curiosity about Chinese beauty rituals and ingredients.

Florasis, known as 花西子 in its home country, started expanding overseas in 2021 with the US as one of the main markets it focused on.

“The US market's openness to global beauty trends and its reputation as a melting pot of cultures aligns perfectly with Florasis' vision. The trend towards inclusivity and diversity in beauty preferences presents an unprecedented opportunity for Florasis to bring a fresh perspective with our C-Beauty heritage,”​ said Gabby Chen, president of global expansion for Florasis.

“Our expansion in the US is fuelled by the desire to introduce our unique blend of traditional C-Beauty philosophy and modern aesthetics to a broader audience. The increasing interest in C-beauty and diversity in beauty standards presents an exciting opportunity for Florasis.”

According to Chen, the brand has seen “remarkable success”​ in expanding overseas over the past three years.

“The allure of C-Beauty culture lies in its rich history and philosophy that is woven into Florasis' product narratives. For example, our Floral Engraving Beauty Goddess Makeup Palette, which incorporates floral imprints and ingredients known in Chinese folklore for their beauty benefits, is poised to capture the imagination of US consumers,” ​she said.

Moving forward, the company aims to reach US consumers through innovative products that embody the C-Beauty heritage, which includes its use of traditional Chinese medicine (TCM) ingredients in its products.

“The rising trend of skin care infused with natural and holistic ingredients offers Florasis a unique position with our TCM-inspired products. The US market’s increasing curiosity towards C-Beauty rituals and ingredients like lotus extracts, peony, and pearl powder, which are prevalent in our product lines, is an area we’re keen to capitalise on,”​ said Chen.

Additionally, the company aims to leverage its e-commerce success to tap into the massive online market.

Chen added that it was open to exploring opportunities in the physical retail space as well.

“We will maintain a strong online presence while also exploring strategic offline opportunities that allow customers to experience our brand first-hand. This balanced approach is key to resonating with both digital natives and those who value physical retail experiences.”

Chen was appointed to the role in February. Previously, she held the role of Head of Beauty for Lane Crawford Group in China. She also founded Mood Editing Cosmetics, which was acquired by NetEase.

With Chen’s appointment, the company will focus on expanding Florasis into new markets, including Europe and the Middle East.

It will also expand its presence in markets such as the US and Japan, where it is planning to unveil a flagship store.

The brand has previously hosted pop-up events in Japan with retail partners such as @cosme and Isetan department store.

“Our overseas pop-up in Osaka and our presence in the Isetan flagship mall in Shinjuku, Tokyo, have both been met with enthusiasm. Sales of iconic products often sold out on opening days,”​ said Chen.

Beyond that, the company is set to will be introduce its sustainability initiative. This would see more eco-conscious packaging, featuring products with recycled plastics.

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