The company established its Eastern Beauty R&D System to drive innovation. To date, it has extracted and prepared 50 types of flower-derived raw materials. It has established a database of over 100 floral formulations.
While innovation and scientific progress are crucial, incorporating cultural heritage and storytelling helps the brand connect with consumers on a deeper level.
“By integrating traditional Chinese cultural elements and Eastern aesthetics into our cosmetics, we have established a differentiated position among the many outstanding international beauty brands,” said Li Huiliang, Florasis’ chief laboratory technologist.
By developing both aspects, Li believes Chinese brands can strengthen their global presence.
“This inspires us to recognise that with the vigorous development of Chinese brands today, we should focus not only on strengthening the hard power of technology but also on fostering the soft power of culture.
“The exploration of both hard and soft power drives the continuous growth of Chinese brands. By embracing this approach, Chinese brands can establish a strong presence on the global stage, showcase their quality and appeal, and share China’s stories with the world,” he said.
The Hangzhou-based brand draws inspiration from Chinese culture from heritage crafts, like ceramics and embroidery, and has found international recognition for its unique aesthetic.
To date, the brand has opened flagship stores in Japan and France. Most recently, Florasis became the first Chinese brand to open a flagship store in the swanky Ginza district of Tokyo.
Potential and promise in C-beauty
Li is also the chairman of Cosmetics Science & Technology Innovation Committee (CSTIC) of Personal Care and Homecare Ingredients (PCHi) tradeshow.
He expressed his confidence on the international growth of Chinese cosmetic brands.
“I am highly confident in the potential and promise of China’s cosmetics industry. Looking ahead, scientific and technological innovation, along with cultural innovation and industrial integration, will be inevitable. These developments will not only deliver higher-quality products and services to consumers but will also help fulfil people’s aspirations for a better life.”
Chinese beauty brands are still in the early stages of their global journey and Florasis hopes to pave the way for its fellow C-beauty brands by elevating Chinese culture and heritage on the world stage.
“There is still much progress to be made in this area,and we remain confident and determined… Our brand has gained recognition from overseas consumers on various fronts. They appreciate Eastern makeup, traditional Chinese culture, and Eastern aesthetics, while also acknowledging the scientific and technological strength and product capabilities that underpin our brand. This recognition has reinforced our commitment to advancing research and development with Chinese characteristics.
“The increasing presence of outstanding Chinese beauty brands in the global market instils confidence in us. We aspire not only to shine on the world stage but also to explore a viable pathway for the internationalisation of China’s cosmetics industry. In doing so, we aim to support more local brands in their global expansion and work together to achieve the vision of mutual reinforcement with international beauty brands.”
