According to data from Zhejiang Medical Products Administration, by the end of 2023, the scale of beauty makeup industry in Hangzhou had exceeded 30 billion yuan, with a year-on-year growth of 45 percent. Given that, Hangzhou has been reputed as the third beauty makeup city of China, following Guangzhou and Shanghai.

Ever-growing popularity of local enterprises

Hangzhou is home to nationwide well-known brands, including PROYA, Florasis, and MAOGEPING. Their aesthetic concept shows elegance of Hangzhou’s Song Culture, favored by numerous enthusiasts of fashion products with Chinese traditional characteristics. In addition, the medium-level enterprises in various areas of Hangzhou’s beauty makeup industry have also developed to boost its beauty economy, such as Tianxin characterized by products for mothers and infants, Spes famous for leave-in dry shampoo, and pharmaceutical enterprises specialized in research and development of beauty makeup formulas.

Gradual expansion of international market

With the rise of e-commerce livestreaming, Hangzhou’s beauty makeup enterprises expand their presence in the international market. In 2023, the export amount of Hangzhou’s cosmetics and washing & care products reached 1.94 billion yuan, up 71.7 percent. In February this year, the sales of Spes’s leave-in dry shampoo ranked first in the shampoo category in Vietnam.

There is no doubt that Hangzhou has become an important city in the cosmetics industry of China due to various factors, like implementation of government support policies, profound culture of beauty makeup, and rapid development of e-commerce livestreaming industry.