Rooted in Chinese culture since its inception in 2017 in Hangzhou, Florasis is forging a path for C-beauty on the international stage. Blending Chinese heritage with modern aesthetics and science, Florasis is one of the first major C-beauty players actively exploring global expansion.

The brand has 10+ offline retail points of distribution and a strong presence across major e-commerce platforms like Florasis.com, Amazon, Shopee, Lazada, Lotte, Shopify, TikTok, Qoo10, Tmall, and JD in the Chinese market.

In a market known for birthing brands based on speed to market, value, and Gen Z sensibility, Florasis has focused on delivering a luxury experience that appeals to older consumers. With revenue north of $800 million, 150+ patents, and a significant investment in R&D, Florasis has become a leading brand in China, beating its own drum. The brands hero Fairy Peach Blossom Ultra-Light Setting Powder sells 10,000 units a day.

C-beauty brands with international dreams have dipped their toes into the water expanding into other Asian markets. Florasis is focused on reaching discerning global consumers in mature beauty markets with a European launch at La Samaritaine Paris Pont-Neuf last year, entering the Japanese market this month at Ginza Six in Tokyo and plans to open 50 global stores by 2027.

BeautyMatter caught up with Gabby Chen, Global Expansion President of Florasis, to discuss the rising global influence of Chinese beauty brands and Florasis' role in creating a place for C-beauty on the world stage.

J-beauty and K-beauty both play on an international stage and in fact drive trends on a global level. The Chinese culture is very complex. By comparison what does C-beauty stand for, and how is it different from J-beauty and K-beauty?

C-beauty represents a unique storytelling of cultural heritage, innovation, and artistry. Unlike J-beauty, which emphasizes simplicity and minimalism, and K-beauty, known for its playful packaging and multistep skincare routines, C-beauty, for Florasis, is deeply rooted in storytelling and tradition. Florasis stands for the preservation and celebration of Chinese cultural elements, bringing the wisdom of Traditional Chinese Medicine (TCM), intricate craftsmanship, and modern aesthetics into every product.

C-beauty is not just a beauty trend; it’s a movement showcasing China’s vast cultural depth. From herbal formulations inspired by ancient texts to designs that reflect Chinese folklore, C-beauty is carving a niche that bridges the past and present while resonating with a global audience. 

Within the C-beauty landscape, Florasis occupies a unique space. You have a luxury position with very a very intricate maximalist approach to packaging that is an extension of the brand storytelling. Can you share a bit about the intricate artistry and craftsmanship?

Florasis occupies a unique space within C-beauty as a luxury brand that emphasizes storytelling through artistry and craftsmanship. Our packaging reflects this philosophy—every detail is intentional. For example, our Love Lock Lipstick (18 shade variations) showcases intricate carvings inspired by traditional Chinese locks symbolizing love and union. Each design is the result of hours of meticulous craftsmanship, incorporating age-old artistic techniques with modern production methods. 

Beyond aesthetics, our craftsmanship serves as a medium to connect with consumers emotionally, allowing them to experience the beauty of Chinese heritage. Our goal is to create products that are not only functional but also collectible, reflecting the rich culture that inspires them.

Most brands are focused on capturing the attention of Gen Z. Recently, you said the average age of your consumer is 33 years old, which also differentiates you. Can you provide some insight into the consumer drawn to Florasis? 

While the global beauty industry often focuses on Gen Z, Florasis appeals to a slightly more mature demographic. This reflects our emphasis on cultural heritage and high-quality formulations that resonate with sophisticated, value-driven consumers. Our customers are drawn to the merging of tradition and innovation in our products, appreciating the thoughtfulness behind our packaging, formulations, and storytelling. They value self-care as a ritual and seek products that align with their personal values, such as sustainability and cultural authenticity.

China is known for its e-commerce ecosystem; however, brick-and-mortar is also an integral part of your distribution strategy, specifically wholesale relationships. Can you share the role these retailers play in your global strategy?

While China is renowned for its robust e-commerce ecosystem, brick-and-mortar stores remain essential for Florasis, especially as we expand internationally. Retailers like Ginza Six provide a tactile space for consumers to experience our brand. The physical presence allows for deeper engagement, where customers can interact with our products, learn about our story, and immerse themselves in the heritage behind our formulations.

Internationally, we aim to balance the accessibility of e-commerce with the immersive experience of flagship stores, ensuring we meet consumers wherever they are.

The Asian marketing is the first step of your international expansion strategy. You recently expanded into the Japanese market. Can you share why you started with Japan launching with Ginza Six and the importance of the market from a signaling perspective?

Japan was a natural choice for our first overseas flagship store due to its cultural appreciation for craftsmanship and quality. Launching at Ginza Six, a prestigious luxury retail destination, is both strategic and symbolic. It allows us to introduce Florasis to a discerning audience that values artistry and tradition.

From a signaling perspective, this move highlights Florasis’ ability to compete on a global luxury stage, solidifying C-beauty’s position as a legitimate contender in the international beauty market.

You mentioned the next markets in your sights are the Middle East and the United States. Both very diverse and fragmented markets. With Chinese culture so integrated in the DNA of Florasis, how will you approach localization for these markets? 

Localization is vital for our success in diverse markets like Europe and the US. While our core identity as a C-beauty brand remains intact, we adapt to the cultural nuances of each region. For instance, in France, we emphasize cruelty-free products and skincare tailored to the local climate and beauty preferences, while in the US, our storytelling highlights the artistry, craftsmanship, and wellness benefits of our products to appeal to consumers seeking meaningful, high-quality beauty solutions.

At a time when the global beauty market is laser focused on value and masstige positioning is having a moment, Florasis embraces a luxury positioning. Who is the modern luxury beauty consumer and what are they looking for?

Today’s luxury beauty consumer seeks more than just premium products—they crave experiences, meaning, and authenticity. They value sustainability, cultural storytelling, and products that cater to their individual needs. Florasis meets these expectations by offering luxurious, high-performing products that celebrate Chinese heritage while incorporating cutting-edge beauty technologies.

C-beauty, from an international perspective, is still very nascent. You have said that beyond the expansion of the Florasis business, you have a mission as a brand to pave the way for C-beauty. Why is this so important for you? 

As a leading C-beauty brand, Florasis feels a responsibility to pave the way for other Chinese beauty brands. It’simportant to challenge outdated perceptions of Chinese products and showcase the innovation, craftsmanship, and cultural richness that define C-beauty. By succeeding globally, we hope to inspire a new era where Chinese brands are celebrated for their quality and creativity.

You’ve also mentioned that, as a number one brand in China, you have a responsibility to be sustainable. Can you share a little about what you are doing on that front and why it is important?

Sustainability is integral to our brand ethos. We use eco-friendly materials like Ocean Bound Plastic in our packaging and offer refillable options for key products, such as our Flawless Jade Breathable Cushion Foundation. This reduces waste while maintaining the luxurious experience our consumers expect. 

We have a global platform the exists to connect and educate the beauty value chain. As an industry what do we need to know about C-beauty brands, and what is the opportunity from your perspective?

The global beauty industry needs to recognize the potential of C-beauty as a category that marries cultural storytelling with innovation. The opportunity lies in the ability to introduce new perspectives and traditions, appealing to consumers who value diversity and authenticity in their beauty choices.