[10][11] As the Chinese market is intensely competitive, some C-beauty brands have multiple product lines in the works simultaneously.
This provided the opportunity for domestic C-beauty brands to grow their market share as they offered a more diverse range of higher quality products at more affordable prices compared to K-beauty.
[21] Skincare brand Herborist was the earliest to expand, opening its first European flagship store in Paris in 2015.
[22] In 2016, Chinese cosmetics brand Kailijumei's color-changing, flower lipsticks became a viral sensation overseas.
[31][32] In 2021, the practice of gua sha facial massage and jade rollers became viral in the West through TikTok.
This law was amended in 2021, when foreign companies were allowed to export cosmetics to China without animal testing.