https://www.bloomberg.com/opinion/articles/2026-07-06/china-s-next-soft-power-export-could-be-beauty
“Douyin makeup” favors doll-like eyes paired with gradient lips2 for an ethereal appearance inspired by anime and China’s xianxia fantasy genre. And just as K-pop stars popularized Korea’s understated-yet-polished aesthetic, Chinese dramas like Pursuit of Jade (a hit on Netflix Inc.’s Global Top 10) are introducing audiences across Southeast Asia to C-beauty.
C-beauty doesn’t need to dethrone French luxury brands or conquer American department stores to succeed. The more realistic strategy is to dominate neighboring markets, refine products for local tastes and build cultural cachet before expanding further afield.
