Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Florasis creates beauty products that blend ancient Chinese aesthetics with modern formulations and markets them through TikTok beauty influencers. As Gen Z consumers draw inspiration from historical references, how are brands helping them put their own spin on time-honoured traditions?

Nike, Burberry, and H&M are just a few examples of western brands that have landed themselves in hot water in China, resulting in boycotts, bans, and even being cancelled. As Chinese shoppers look local, Dior is hoping to appeal to increasingly patriotic consumers by embracing 'guochao'.

Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?

At the forefront of the Chinese beauty market is Perfect Diary, a rapidly growing beauty brand that’s turning into China’s quintessential cosmetic label. It’s also a rigorous marketing engine and creative collaborator that’s redefining e-commerce and digital communication.