CHINA BEAUTY BOOM

China-made beauty brands are on a quest to conquer the world market with good quality products that come with reasonable price tags

- Amanda Chai

For Mr Allan Liu, founder and group chairman of Chinese beauty conglomerate Joy Group, opening his first international stores in Singapore feels like a homecoming.

Before he created popular C-beauty make-up brands Judydoll and Joocyee, the 37-year-old spent eight years studying and working here. In that time, he grew to appreciate the city-state's diverse population and appeal as a global travel destination.

"It's a booming consumer market here with many great brands and very selective consumers who come from diverse backgrounds. We really want our products to be tried by different ethnic groups," the Shanghai-based chief executive tells The Straits Times over video call.

And so he entered Singapore in 2021 with a cross-border model via Shopee. After testing the physical market via a distributorship with health and beauty retailer Watsons in 2024, Joocyee opens its first international store in Wisma Atria on July 21, while two Judydoll stores will open in Wisma Atria and Bugis Junction in October.

"Launching in Orchard Road, you have guests from almost every continent. We can receive feedback and interact with consumers from all around the world," he says.

The bricks-and-mortar stores are a big first step in international expansion for the C-beauty group that started on Taobao, which achieved more than US$580 million (S$745.7 million) in total sales in the 2024 fiscal year.

Mr Liu is hitting the market at the right time.

A new generation of digital-first C-beauty brands are taking on the thriving beauty market. Born on social media, they know what makes the Gen Z consumer tick, have an international outlook and are on a mission to reverse the stigma around "made in China".