Chinese beauty companies are increasingly showcasing their own brands at Cosmoprof Asia in the Hong Kong Special Administrative Region, reflecting a growing push to expand into international markets, organizers said on Nov 11.
The 29th edition of the event comprises two exhibitions: Cosmopack Asia, covering the beauty supply chain, ran from Nov 10 to 12 at AsiaWorld-Expo, while Cosmoprof Asia, showcasing finished beauty products, runs from Nov 11 to 13 at the Hong Kong Convention and Exhibition Centre. The two exhibitions are expected to attract 78,000 visitors.
Cosmoprof Asia has brought together 2,806 exhibitors from 43 countries and regions, up 4 percent from last year. More than 90 percent of exhibitors were from outside Hong Kong, with 21 country pavilions participating.
Margaret Ma Connolly, president and CEO of event organizers Informa Markets Asia, said the global beauty and personal care market is projected to generate approximately $700 billion in revenue in 2026, citing research from Beautystreams, a global beauty industry research and trend forecasting firm.
"Asia is no longer just following the global beauty narrative. It is writing it," she said, highlighting the region's growing influence on global beauty innovation, manufacturing and consumer trends.
Ma Connolly pointed to China's rapid digital development, Japan's scientific expertise, South Korea's clinical innovation, and Australia's focus on sustainability as different strengths shaping the regional industry.
Regarding market trends, skincare is increasingly incorporating clinically active ingredients, makeup is taking on skincare functions, and haircare is adopting more advanced formulations, reflecting a convergence of previously distinct beauty categories, she added.
Meanwhile, Francesca Donati, head of international marketing for Asia at BolognaFiere Cosmoprof – the Italian edition of the event -- identified longevity, wellness, haircare, and beauty supplements as areas of growing interest.
She also highlighted younger consumers' demand for ingredient transparency, and pointed to growing interest in fragrance, personalized products, and online retail channels.
Janice Lee, vice-president of Informa Markets Asia, said more Chinese beauty companies were showcasing their own brands at the exhibition, marking a shift beyond their traditional focus on ingredients and original equipment manufacturing (OEM) and design manufacturing (ODM).
Chinese participants included cosmetics brands Maogeping Cosmetics and Judydoll, as well as Guangdong-based cosmetics manufacturer Nox Bellcow Cosmetics.
Ahead of the exhibition, Nox Bellcow signed a Memorandum of Understanding (MoU) with German chemicals company BASF in Hong Kong to explore strategic cooperation in developing advanced personal care formulations and ingredient technologies, aiming to strengthen product innovation for domestic and international markets.
Ma Connolly said Hong Kong, traditionally a gateway for international brands entering the Chinese mainland market, is also playing an increasingly important role in helping Chinese beauty companies expand globally.
The exhibition has seen stronger international interest, with visitor pre-registrations rising by more than 30 percent year-on-year, according to Ma Connolly.
Pre-registrations from the Philippines almost doubled, while those from Indonesia and Malaysia increased by more than 65 percent and 36 percent, respectively.
The exhibition's buyer program brought together around 550 international buyers from more than 56 countries and regions, including new delegations from the Middle East, Central Asia, and Africa.
Beyond buyers, the event also attracted many international beauty influencers interested in Chinese beauty products, or “C-beauty”.
"I personally love C-beauty because C-beauty has a wide range of products to choose from," Shanyapas Sripaisal, a Thai beauty content creator, told China Daily.
Having tried Chinese skincare and makeup products, she said she was impressed by their distinctive packaging and affordable prices. She also highlighted the growing influence of Chinese social media platforms Xiaohongshu (RedNote) and Douyin in shaping beauty trends beyond China.
Contact the writers at effiezhang@chinadailyapac.com
