K-beauty had its moment. Now Chinese makeup brands are taking over your FYP—and honestly? We’re here for it.
Walk into any beauty aisle in Singapore, scroll through TikTok, or peek into a Gen Z makeup bag, and you’ll notice something fascinating: Chinese beauty brands are everywhere. What was once dismissed as “cheap alternatives” has undergone a remarkable metamorphosis. C-beauty is now synonymous with cutting-edge formulation, collectible packaging, and the kind of viral appeal that sends products selling out within hours.
Chinese makeup brands have quietly (okay, not so quietly) been dominating our FYPs, our beauty wishlists, and our group chats. And honestly? It makes sense. These brands are giving us everything: viral formulas, packaging that belongs in a museum, and price points that don’t require a second job. The global C-beauty market hit $16.9 billion in 2024 and is on track to blow past $49 billion by 2035. That’s not a moment—that’s a movement.
But here’s what really gets us excited: C-beauty brands aren’t just offering cheaper dupes of Western products. They’re doing their own thing entirely. Packaging that makes you gasp. Formulas designed specifically for Asian skin tones and humid climates. Price points that don’t require a moment of silence for your bank account. And aesthetics ranging from maximalist fairy-core to sleek minimalism to full-on cultural heritage vibes.
1. Judydoll
The “Why Is This So Good For The Price” Brand
Judydoll operates on a release schedule that would exhaust most beauty brands. We’re talking new products almost every week—sometimes multiple drops in a single month. It’s basically fast fashion, but make it makeup. And before you side-eye that comparison, hear me out: this brand knows what’s trending on Douyin before most of us have even seen it, and they’re already formulating products to match.
And it’s working. Sales jumped from $232 million in 2023 to $345 million in 2024. International sales alone grew 400%. You can now find Judydoll in Watsons across Singapore, and the brand has opened 150+ retail counters everywhere from Malaysia to Chile to Russia.
The Vibe: Playful, colourful, zero intimidation factor. With over 1,100 shade options across their range, Judydoll is basically saying “experiment, bestie.” Their collabs with Disney, Hello Kitty, and Pop Mart’s PUCKY just cement their status as the brand for people who think makeup should be fun.
Products That Slap:
- The Curling Iron Mascara — You’ve seen this all over TikTok. Instead of a regular spoolie, it has a metal wand that curls and coats your lashes in one go. The result? Those wispy, lifted lashes that are basically mandatory for the Douyin look.
- 2-in-1 Highlighter Contour Palette — The matte highlighter in this is lowkey genius. Most highlighters scream “I’m shiny!” but this one gives that soft, natural dimension that actually looks good on camera.
- Seven-Colour Eyeshadow Palette — A whole face of looks in one affordable palette. Perfect if you’re still figuring out what colours work for you (no judgment, we’ve all been there).
Why We Rate It: Most Judydoll products cost less than your bubble tea habit. Chinese consumers literally call it a “national makeup brand” because it’s that accessible. This is beauty democratization in action.
2. Flower Knows
The Brand That Makes Your Vanity Look Like a Museum
If you’ve ever stopped scrolling because makeup packaging was so beautiful it made you question reality, you’ve probably encountered Flower Knows. This brand doesn’t just make makeup—it makes collectible art objects that happen to also go on your face.
Founded in 2016 by two cosplayers (yes, really), Flower Knows has built an empire on the “if the packaging doesn’t spark joy, why bother” philosophy. The brand topped Instagram’s trending makeup charts in November 2024, beating out Rare Beauty and other established names. Revenue is projected to exceed 1 billion RMB ($142 million) in 2025, and they just landed in Ulta Beauty.
The Vibe: Peak fairy-core maximalism. We’re talking unicorns, angels, teddy bears, and Versailles-inspired everything. Collections come with full fantasy narratives—the Little Angel line has gothic religious artwork vibes, while Strawberry Cupid is giving romantic cottagecore. If your aesthetic Pinterest board came to life as a makeup brand, this is it.
Products That Slap:
- Little Angel Eyeshadow Palette — The packaging alone deserves a spot on your shelf. But the shimmers inside? Actually incredible. Beauty reviewers consistently praise the sparkle payoff, especially the gold and silver shades.
- Any Shimmer Eyeshadow, Honestly — C-beauty brands are known for their glitter game, and Flower Knows might be the best of them all. The textures reflect light in ways that make you look ethereal in photos.
- Midsummer Fairytales Collection — Already being featured in luxury beauty hauls alongside Hourglass and Dior. That’s the company Flower Knows is keeping now.
Why We Rate It: In a market full of minimalist “clean beauty” packaging, Flower Knows said “no thanks” and leaned all the way into fantasy. And the products actually perform. It’s not just pretty—it’s pretty and effective.
3. Joocyee
The “Quiet Luxury” Option for Beauty Girlies
Not everyone wants their makeup to look like it escaped from a fairy tale (valid). Enter Joocyee—the sophisticated, design-forward sister brand to Judydoll that’s giving “I have taste but I’m not trying too hard.”
Founded in 2019, Joocyee has absolutely dominated China’s lip product market, selling over 16 million lipsticks and ranking #1 for both volume and revenue among domestic brands on Taobao. In 2025, they opened their first international flagship store in Singapore’s Wisma Atria, and their products are now available at Watsons, Shopee, and Amazon.
The Vibe: Sleek, minimalist, romantic in an understated way. The packaging features reflective metal cases and clean typography—think “expensive-looking without the expensive price tag.” Joocyee describes itself as merging Eastern and Western aesthetics, and honestly? They’ve nailed it.
Products That Slap:
- Jelly Highlighter — This thing has gone viral for good reason. The texture is unlike anything else—cool to the touch, strobe-like finish, photographs beautifully. It’s the highlighter for people who think most highlighters are doing too much.
- Spiral Shell Glazed Lip Gloss — Eight hours of mirror shine with 40% water content so your lips actually feel hydrated. The film-forming technology means it doesn’t migrate all over your face by lunch.
- Multi-Purpose Balm Stick — Pigment on one end, built-in blending puff on the other. Use it as blush, eyeshadow, lip colour—whatever. The igari makeup girlies love this one.
Why We Rate It: Joocyee proves you don’t need theatrical packaging to stand out. Sometimes good design, solid formulas, and products that just work are enough. It’s giving “I know what I like and I don’t need to prove anything.”
4. Florasis
The “Cultural Heritage” Flex
If the other brands on this list are the fun, trendy friends, Florasis is that one sophisticated friend who studied art history and can explain traditional Chinese medicine over afternoon tea. This Hangzhou-born brand has positioned itself as luxury C-beauty, and it’s working—revenue exceeds $800 million, and their hero setting powder sells 10,000 units daily.
Florasis isn’t just making makeup; they’re making a cultural statement. The brand draws from traditional Chinese medicine ingredients and heritage crafts like ceramics and embroidery. They’re the first Chinese cosmetics brand to open a flagship in Tokyo’s Ginza Six and the first to have a permanent counter in Paris’s Samaritaine. Plans to open 50 global stores by 2027? Ambitious, but they might actually pull it off.
The Vibe: Refined, heritage-driven, unapologetically Chinese. Lipsticks feature intricate carved engravings of phoenixes, peonies, and mythical beasts. The products feel more like artifacts than cosmetics. It’s giving “my grandmother’s beauty secrets, but make it 2025.”
Products That Slap:
- Floral Engraving Phoenix Makeup Palette — The packaging has actual carved relief designs on it. It’s won global awards and remains a bestseller because it’s genuinely stunning as both an object and a functional product.
- Flawless Jade Breathable Setting Powder — Made with real jade powder (yes, really) and botanical ingredients. Designed specifically for Asian skin tones and humid climates, it controls oil while adding a subtle brightening effect.
- Blooming Rouge Love Lock Lipstick Collection — Rich pigmentation plus nourishing properties thanks to ingredients like lotus seed oil and peony seed oil. TCM wisdom meets modern makeup.
Why We Rate It: Florasis is doing something unique—using makeup as a vehicle for cultural storytelling. When Japanese consumers appreciate products made with Chinese herbal medicine, or Parisian shoppers marvel at engraved lipsticks, that’s soft power at work. Plus the products genuinely perform.
The Bottom Line
These four brands show just how diverse C-beauty has become. Want affordable experimentation? Judydoll. Fantasy escapism with collectible packaging? Flower Knows. Design-forward minimalism? Joocyee. Luxury with cultural depth? Florasis.
The best part? You don’t have to choose just one. Mix a Judydoll mascara with a Flower Knows eyeshadow palette, finish with a Joocyee highlighter, and set it all with Florasis powder. That’s the beauty of having options—and C-beauty is giving us plenty.
K-beauty had its era. J-beauty had its moment. Now it’s C-beauty’s turn, and honestly? The bar is being set pretty high.
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Zara Chen-Okafor
Senior Editor
Zara Chen-Okafor doesn’t just observe culture—she decodes it. With Asian and European heritage informing her perspective, she possesses an intuitive understanding of how East and West elevate one another in today’s world of fashion, lifestyle, and innovation. Before Arahkaii, Zara shaped narratives for senior executives at global brands and Fortune 500 companies, bringing strategic sharpness to everything from trend analysis to founder profiles. Her editorial range is formidable—exploring quiet luxury, profiling visionary disruptors, and uncovering the human thread in every story. At Arahkaii, she crafts content that doesn’t just inform—it resonates and lingers.
