C-beauty: Chinese Cosmetic Brands in the Russian Market
The second economy of the world and the communist regime, traditional medicine and innovations in technology, digital dictatorship and a unique ecosystem of local social networks — such contrasts, like the notorious Made in China, did not prevent China from becoming a place for the development of the fastest growing brands and providing the whole world with goods of any necessity. Before the pandemic, China was a developing market for imported cosmetics, but everything changed during the quarantine when the “guochao” trend developed, associated with interest in everything domestic. This gave rise to a surge in the emergence of new brands challenging old norms and the rebirth of existing ones. Today, Chinese brands are in a phase of rapid growth.
Market Entry and Retail Presence in Russia
“China is only now beginning to lift quarantine restrictions — this is due to some slowness in the entry of new brands into the Russian market,” says Anna Dycheva, organizer of the InterCHARM exhibition. However, there is a very active desire of companies from China to participate in professional events, which means a stream of new brands will enter the market as they find partners in Russia. It may seem that Chinese cosmetics are already plentiful on the Russian market, especially on marketplaces. However, the most safe and proven way is to buy cosmetics of Chinese brands in large chains. For example, in “Podruzhka”, thousands of items are presented, from lipsticks to masks.
Characteristics and Main Trends of C-beauty
Strong Chinese brands of perfumery and cosmetics are often closely linked to Chinese cultural heritage and ingredients of Chinese folk medicine. A symbiosis of herbology and scientific technologies is a feature of many Chinese brands. Anna Dycheva highlights two main and at the same time opposite makeup trends for China. The first is “makeup without makeup”, where brands release light and transparent foundations, moisturizing creams with tint, and lip tints with a barely noticeable shade.
Key Brand Profiles
- Catkin: One of the most popular decorative cosmetics brands. It embodies both traditions and current trends in China; the packaging is marked with symbols that bring luck, and cases are decorated with Chinese chinoiserie painting.
- Bioaqua: A veteran brand on the Russian market that appeared in the mid-2000s. Its products are a symbiosis of herbology and scientific technologies, including ingredients like pearl powder, snail mucin, and ginger.
- Chando: A popular home fragrance brand known for its diffusers where porcelain compositions in the form of flowers take the place of sticks.
Overview of Popular Chinese Products
The following table summarizes the key features and ingredients of prominent Chinese brands currently available on the market:
| Brand | Product Type | Key Features and Ingredients |
|---|---|---|
| Catkin | Decorative cosmetics | Chinoiserie painting, pearl shades, and red-burgundy lipstick palettes. |
| Bioaqua | Skincare (Mass-market) | Pearl powder, aloe vera, snail mucin, ginger, and rice; includes bubble masks for pore cleansing. |
| Chando | Home Fragrance | Fragrance diffusers with porcelain flower compositions instead of traditional sticks. |
Quality Control and Consumer Safety
Not all sellers on marketplaces follow the rules for placing goods; certificates of quality can be faked, leading to the sale of counterfeit products. Among brands presented on AliExpress, there are “dirty” ones produced without proper testing and using low-quality ingredients. This continues to reinforce the stereotype that Made in China is about fakes. To avoid these issues, consumers are encouraged to use official distribution channels and large retail stores where the necessary documents and distribution agreements are verified.
