J-Beauty and C-Beauty: Shiseido, Kao, Florasis Abroad — 2026-10-23
As China prepares for its Double 11 shopping festival, Chinese beauty brands are accelerating global expansion into Southeast Asia and the West to offset a 6% decline in domestic online sales. Meanwhile, Japanese giants Shiseido and Kao are navigating a strategic pivot from structural reforms to growth, with Kao capitalizing on strong pricing power in overseas markets.
J-Beauty and C-Beauty: Shiseido, Kao, Florasis Abroad — 2026-10-23
Top developments
C-Beauty brands pivot to global expansion amid domestic slowdown
Chinese skincare brand Kans is aggressively accelerating its overseas expansion, targeting markets including Russia, Vietnam, Mongolia, Malaysia, and Indonesia. This move by parent company Shanghai Chicmax Cosmetic Co. strengthens its R&D and overseas supply chain capabilities to capture international interest.
Taobao's Double 11 goes global with AI and distinct brands
Taobao has launched its Double 11 shopping festival in 20 overseas markets simultaneously, featuring actor Zhang Linghe. The campaign shifts focus from low prices to promoting distinctive Chinese brands and integrating AI assistants, signaling a maturation of C-beauty's international strategy.
Kao leverages pricing power in European and overseas markets
Kao Corporation's stock hit a five-year high as analysts highlighted its strong "pricing power" in detergents and cosmetics, particularly in overseas markets like Europe. The company is also refining its semiconductor cleaning capabilities, diversifying its growth engines beyond traditional beauty.
Shiseido and Kao report revenue growth despite regional challenges
Shiseido, Kao, and Unicharm all reported increased revenue in their latest quarterly results. However, industry analysis points to specific "struggling areas" amidst inflation and geopolitical tensions like Trump tariffs, requiring careful navigation of global supply chains.
Local view
Japanese media outlets like Nikkei Veritas are focusing on Kao's ability to maintain profitability through price hikes in overseas markets, contrasting this with the broader industry challenges posed by inflation. Domestic analysts note that while Shiseido and Kao are growing, the "struggling areas" require strategic adjustments to maintain momentum in a volatile global economy.
Context & numbers
China Online Beauty Sales Decline: China's online beauty sales fell 6% in September 2026, with multinational brands struggling while select domestic skincare brands recorded growth. This domestic pressure is a key driver for C-beauty brands to look abroad.
C-Beauty Market Position: C-beauty is gaining significant traction in the US, with Ulta Beauty CEO Kecia Steelman stating it is "just as important" as K-beauty. China has climbed to the No. 5 spot globally in cosmetics, closing in on K-beauty's traditional dominance.
On the radar
- in-cosmetics Asia 2026: Scheduled for November 3-5 in Bangkok, this event will feature a new dedicated Fragrance Zone, highlighting scent as a key differentiator for Asian beauty brands.
- Double 11 Strategy Divergence: While Taobao pushes global AI-driven experiences, JD.com is scrapping pre-sales, and Douyin is extending coupons to Hongguo, indicating fragmented approaches to the holiday season.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
Powered by
