Chinese cosmetics industry shifts toward multi-brand group strategies

The Chinese domestic cosmetics industry is increasingly characterized by a multi-brand group strategy. Major domestic players are utilizing brand matrices to cover diverse product categories, price points, and consumer demographics. Companies such as Proya, Winona (Beautient), and Marubi use this model to expand market reach through both acquisitions and internal incubation.

However, some groups employ a high-density strategy that may lead to internal competition. For instance, Peilai Group has rapidly launched numerous brands that overlap in product lines and pricing, such as nose strips from RNW, EIIO, DPU, and AUOU. Investigations show these products often share the same manufacturing sources, including Shanghai Zhumei Biological Technology and Guangzhou Yachun Cosmetics.

In response to shifting consumer focus toward ingredients and efficacy, groups like Jinjia Group are emphasizing scientific research. Jinjia Group, which manages six brands including Qiechu and ddg, recently showcased its R&D capabilities at the 2026 CAME exhibition. The group operates a 4,200-square-meter research center to drive brand value through technological innovation rather than relying solely on traffic and price competition.