China Cosmetics Sales Channels & Market Entry
China's cosmetics market was worth over 90 billion USD in 2023 and is still growing fast. The sales channels open to foreign brands and how to choose one.
May 21, 2025 · Updated November 22, 2025 · 3 min read
The Chinese cosmetics market is one that foreign cosmetics brands cannot ignore. As it stands, the Chinese cosmetics market is the second-largest and fastest-growing, valued at over 90 billion USD in 2023. By successfully entering the Chinese market, foreign cosmetic brands can bring substantial levels of growth to their company. Understanding the local market and choosing the right approach to market entry is crucial.
Cosmetics brands have various sales channels to choose from in China, from retail stores to online platforms such as Tmall and JD, which we will cover in this article.
Global Cross-Border E-Commerce (CBEC)
E-commerce cross-border sales in China provide the fastest route to market and have the lowest barriers to entry. Foreign brands can sell their products on the global versions of Chinese E-commerce platforms such as Tmall Global, JD Worldwide, and Kaola directly to Chinese consumers. This can be done without having a local Chinese entity or registering products with the NMPA (National Medical Products Administration). This strategy is ideal for brands that want to test the market demand for their products.
There are some limitations to only distributing via global cross-border E-commerce platforms, such as having access to fewer Chinese consumers than the domestic platforms, marketing costs are higher on the global platforms and the ability to scale is limited.
China cross-border E-commerce is best suited for cosmetic brands that want to get started quickly and test the Chinese market before they begin direct market entry.
Tier 1 Domestic E-Commerce Platform Sales
Domestic Chinese E-commerce platforms such as Tmall and JD.com are well-established with streamlined logistics and payment systems. These platforms can generate substantial sales for cosmetics brands. These platforms allow brands to have certified official stores to emphasize product authenticity and develop brand trust with Chinese consumers. Cosmetics sold on these platforms must first be registered with the NMPA.
Selling cosmetics on Tier 1 E-commerce platforms in China can be competitive; however, certified official brand stores have higher sales and conversion rates than most.
Tier 2 E-Commerce: Douyin (TikTok China), Kuaishou
Both Douyin and Kuaishou are used by cosmetic brands to generate sales through a combination of influencer marketing, live streaming sales and short videos. These social platforms are popular among the Gen Z generation and Chinese consumers in both urban and rural areas.
These platforms are ideal for brands that need to increase their brand and product awareness through KOL partnerships and social media marketing.
Tier 3 Value Platforms: Pinduoduo, Taobao Special Offer Edition
Platforms such as Pinduoduo and Taobao Special Offer Edition are where Chinese consumers go to find discounts and special deals. These platforms are ideal for budget-friendly cosmetic brands that want to offer group buying promotions.
Offline Retail Sales: Sam’s Club, Costco, Hema (Freshippo), Ole’
Offline retail sales of cosmetics through distribution partnerships with established retailers is a sales strategy suitable for some cosmetic brands. Retailers often have shelf space available for premium imported cosmetic products to be displayed and sampled.
Offline sales appeal to affluent Chinese consumers who wish to sample the product and ask questions before purchase. Current trends show a rise in retailtainment, a fusion of retail and entertainment.
How we can support foreign cosmetics brands in China
We help international cosmetics brands get established and sell their products in China. From the early stages of testing the market with CBEC sales through to China company registration and product registration with the NMPA for sales on domestic platforms and offline retail distribution channels.
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