When Chinese student Yeva Zhang first started to dabble in make-up, she only had eyes for “Japanese and South Korean brands” but now the 18-year-old student has stocked her “vanity case with Chinese ones”.
Tempted to buy by social media advertisements and livestreamers, she says she can “hardly tell the difference” between cheaper local brands and some of the biggest names in global beauty.
Local companies are nipping at the heels of global names such as L’Oréal, Estée Lauder and Shiseido in China, the world’s second-biggest beauty market by sales. Their savvy use of social media and concentration on less affluent cities overlooked by foreign firms has helped them gain ground.
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