As China’s beauty landscape grows increasingly diverse and competitive, emerging retail channels are redefining how brands connect with consumers. From experiential multibrand stores and value-driven general merchandise retailers to cross-border duty-free platforms and Gen Z-led digital ecosystems, each format offers a unique lens into evolving consumer behaviors. This article explores the new players reshaping the market—and how they are becoming critical growth engines in China’s post-pandemic beauty economy.Multibrand Beauty RetailersAs self-care spending continues to shape consumer behavior in China, a new wave of beauty concept stores is taking over traditional beauty counters. These experiential multibrand retailers are becoming the go-to destinations for China’s Gen Z and millennial shoppers looking to test, explore, and discover niche products offline. According to iResearch’s 2021 China Beauty Collection Store Industry Report, these stores stand out for three key reasons: a diverse and highly curated brand portfolio, immersive in-store experiences, and a thriving “sample economy” that drives trial and purchase.The ColoristLaunched in 2019 by KK Group, The Colorist is one of China’s leading multibrand beauty retailers targeting Gen Z consumers with a focus on high-value color cosmetics. Its store sizes range from 100 to 400 square meters (1,000 to 4,300 square feet), and as of 2024, it operates 243 locations across major cities in China. Known for its pink-toned displays, crystal-like interiors, and free 1:1 makeup trials, The Colorist offers an immersive offline beauty experience.