From Shanghai to Shibuya: How are Chinese beauty brands cracking the code in Japan?

We visited retail chains and drugstores in Tokyo, talked to Japanese consumers, and Chinese beauty professionals on the status quo and future of C-beauty in the world’s 3rd largest beauty market.

Key takeaways:

1. The Chinese makeup trends among Japan's youth have opened doors for Chinese beauty brands in the market, though it does not necessarily translate into sales.

2. Different consumer preferences of online (China) V.S. offline (Japan), the distribution network, and market speed have caused some cultural shock for C-beauty brands. But the latter also stands out in being agile and adaptive in online marketing tactics. 

3. Multiple C-beauty brands will open offline stores in Japan in 2024. Moldbreaking, a brand management company, also has plans to open a C-beauty boutique store.

Nanao Yoshida, a 23-year-old graphic designer in Japan had been looking for affordable matte eyeshadows for a while, but the local cosmetics products either were out of her budget or had glitter in them.

Then she saw a four-color palette by Joocyee at a drugstore last fall. Priced at ¥2530 (~US$17), the product is “so good for daily use, it can be both eyeshadow and couture”, she said. She appreciated the delicate packaging that encased the palette with paper and string.

Users’ content about Joocyee’s nude eyeshadow palette on Lips, an e-tailer. Image: screenshot