China’s beauty and personal care industry continues to experience rapid growth, especially in segments such as natural skincare, functional cosmetics, and light medical aesthetics. This presents a significant market opportunity for Thai exporters offering natural, herbal, and wellness-based beauty products.
According to a recent report from Thailand’s Department of International Trade Promotion (DITP), Chinese consumers are showing increasing interest in products made from natural ingredients—particularly those derived from Southeast Asian herbs such as turmeric, centella, and aloe vera—because of their perceived safety, quality, and effectiveness.
Why China’s Beauty Market Is Growing Rapidly
- Strong purchasing power among urban Millennials and Gen Z
- Health-conscious consumer behavior focused on clean and natural ingredients
- Expanding e-commerce platforms such as JD.com, Tmall, Douyin (TikTok China), and RED
- Influential KOLs (Key Opinion Leaders) who drive product trends
- Government support for innovation in wellness and healthcare products
Market Entry Strategies for Thai Beauty Brands
For Thai businesses in the beauty and wellness sector, there are multiple channels to enter the Chinese market effectively:
1. Leverage Chinese E-Commerce Platforms
Platforms such as Tmall Global, JD Worldwide, Douyin, and Xiaohongshu (RED) allow international brands to reach Chinese consumers directly, even without a local physical presence.
2. Collaborate with Chinese KOLs & Live Commerce Studios
Influencer marketing and livestream selling continue to be powerful tools. Partnering with niche KOLs can generate trust and accelerate brand visibility.
3. Participate in Beauty Trade Shows in China
Events such as:
- China Beauty Expo (Shanghai)
- Asia Beauty & Cosmetic Expo (Guangzhou)
These expos provide opportunities to meet distributors, understand consumer preferences, and gain market insights.
Key Considerations Before Entering China
- Registering cosmetic products with China’s National Medical Products Administration (NMPA)
- Ensuring ingredient safety and documentation compliance
- Working with professional consultants or local importers to navigate regulations
AITIA Supports Thai Exporters Expanding into China
The Asian – International Trade and Investment Association (AITIA) is committed to helping Thai beauty and wellness brands access international markets, especially China, through:
- Market entry consultation and regulatory guidance
- Business matching with Chinese distributors and buyers
- Promotion via cross-border e-commerce platforms
- Participation in trade events such as the upcoming Thailand Selection E-Commerce 2025 (TESE), held from September 25–27, 2025 at Hall 5, IMPACT Exhibition Center, Muang Thong Thani
Final Thought: “Natural Beauty” Is the Future
If you’re a Thai entrepreneur with herbal-based, wellness-focused beauty products,
now is the time to scale your business in China.
With the right partners and digital tools, you can enter one of the world’s largest and most dynamic beauty markets.
Source: Thansettakij – “DITP Highlights Natural Beauty Products as the Key to Entering China’s Market”
https://www.thansettakij.com/economy/624495
