In recent years, China’s homegrown brands are changing the consumption trends in the country and winning consumers, especially the younger generations. Younger people are increasingly interested in domestic brands and products that incorporate traditional Chinese styles and culture, a trend known as Guochao. The emergence of new Chinese brands, using this Guochao to their advantage, is a fundamental change in the domestic consumption landscape.

Let’s take a look at some of China’s homegrown popular brands.

Little Dream Garden

Little Dream Garden is a Chinese cosmetic brand, focusing on developing body care products. It targets customers who care about the ingredients. Therefore, it emphasizes the ingredients and efficacy, naming products by the main ingredient, such as Shea Butter body scrub and Ceramide body lotion.

Florasis

As a chinoiserie cosmetics representative, the idea behind the Florasis brand is ‘Oriental makeup, using flowers to nourish the makeup look’. Product ingredients are highlighted by using natural grasses and flower, and nourishing the skin mildly.

Florasis uses traditional Chinese design in their products. Every Florasis product is, in itself, a work of art. For example, Florasis’s carved lipstick replicates the ancient Chinese carving technique and has carved flowers on the lipstick, creating a precedent for three-dimensional textured lipstick in China. Another standout product is the embossed eyeshadow palette.

Since the cosmetics do not contain alcohol, hormones or harmful ingredients, they claim it to be pregnancy-friendly. Chinese actress Zhang Jiani from the popular Chinese TV drama “Story of Yanxi Palace”, recommended the Florasis cushion foundation. Zhang posted her usage experience as a pregnant woman on Red (Xiaohongshu), which drew many followers’ attention and discussion.

Winona

Winona, a sensitive skin care brand, holds live streams not only for selling products but also for teaching customers about the science of skin and skin sensitivity. Although dermatologists are the major live stream hosts, top-selling streamers on Taobao like Li Jiaqi are also featured since they exert a strong influence on converting consumers.

It has also capitalised on the trend towards tradition, partnering with China’s national post office – China Post – to create a limited-edition gift box that resembles a small red and green purse (green is the official colour of the postal service, while Winona’s is red).

Nowadays, many foreign brands such as doTERRA also release their latest products with Chinese elements in the hope of winning more Chinese consumers.

Chinoiserie essential oil blend from doTERRA

At the 4th CIIE, the U.S. essential oil brand doTERRA debuted Western Bloom aroma essential oil blend, a Chinese-style essential oil blend inspired by Dunhuang, an important city on the ancient Silk Road. It is made from local Kushui roses, which are delicate and charming with a desirable fragrance.