China’s beauty market is shifting from traditional e-commerce platforms like Tmall and JD to social media giants like Douyin, with brands such as Aupres, Proya, and Florasis leading in media value. Leveraging collaborations with influencers on these platforms allows local brands to enhance their brand impact and compete effectively in a dynamic market.
Published On: April 19, 2024
Navigating China’s Evolving Beauty Market: The Rise of Social Media Influence
China’s beauty landscape is difficult to compete in, with its ever-changing consumer preferences. While e-commerce platforms like Tmall and JD have traditionally been the entry path in China for beauty brands, the market is evolving.
Social media platforms like Douyin, which is often dubbed as the Chinese counterpart of TikTok, now play major roles. This shift signifies a significant evolution in the way brands establish their presence and drive their brand impact in China.
“According to a report by JingDaily, among local beauty brands, Aupres, Proya, and Florasis secured the top three spots in media value, according to WeArisma. Pechoin and Flower Knows followed closely behind.”
By leveraging the power of collaboration with influential sources on Douyin and other popular social media platforms in China, these brands captured attention and amplified their brand share of voice.
By adapting to the dynamic market and understanding the power of influencers on platforms like Douyin, local beauty brands can optimise their strategies for maximum impact and compete with large international beauty brands in China.
Read more about the Chinese beauty landscape here.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
Join our community and get cultural insights, creator strategy guides, and real-world best practices.
State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
