Exploring the New 5

At the upcoming 26th China Beauty Expo, on top of the existing “Must go to Halls” and “Trending Halls,” CBE will integrate resources to create 5 new cosmetics themed zones in order to display market trends and the latest hot topics. 

The 5 new cosmetics themed zones are: ” Fragrance Zone” at Hall W2, “Oral Care Zone” at Hall W3, “Supplements Zone” at Hall E3, “Social e-commerce Zone” at Hall E6, and “Popping Zone” at Hall E7.

Fragrance Zone - W2 - Big Names Leading the Charge

According to the” Global Fragrance Industry Analysis Report” released by the Foresight Industry Research Institute, China's perfume market is expected to maintain a compound annual growth rate of about 15% from 2018 to 2024 and the market size is expected to exceed 40 billion yuan by 2022.  With a high unit price, young consumer age group and an established industry structure, the Chinese perfume market is sure to develop very well in the future.


“Fragrance Zone” in Hall W2 will gather international high-end brands like Bvlgari, Versace, Anna Sui, Coach; Niche brands like 4711, Clean, Tous, Trussarci, Masaki; As well as popular brands Boitown & Reclassifed; and salon fragrance brand Barrio.

​Popping Zone - E7- Emerging & Trendy

Some people said the mature leading brands’ “hot items” educated the market but just meet the general needs of the public. Therefore, the personalized demand and the emergence of new consumer groups create opportunities for new brands to break out. They keep attracting young consumers through content, societies, reputation and shaping of values, and realize the sales conversion through the continuous operations.

Emerging cosmetics brands has become a new energy in the industry and is growing rapidly.  The "social e-commerce | beauty industry report” released by Youzan and Tencent Advertising shows that with the business structure in Youzan, the emerging brands and foreign niche brands accounted for 20%, contributing 49.7% of sales.


CBE’s “Popping Zone,” located within Hall E7, focuses on “trendy and emerging” brands, will introduce some new players, setting up a product incubation area. The “Popping Zone” will bring in top brands of the emerging market and help brands with incubation. At the same time, it will help brands to break out through digitalization, as well as actively embrace trends of the young generation.

Oral Care Zone - W3 - Diversified, Upgraded

During the pandemic era, oral health, being an important part of the general health management, has attracted much more attention.  The “2020 Oral Care Economy White Paper” reveals that with the improvement of people's living standards and the awareness of oral care, people have paid more attention to oral care and consumer demands are steering towards personalization. 


According to iiMedia, China's overall dental market reached 103.5 billion RMB in 2019. The growth of mouthwash, a new emerging subcategory in the oral market, is particularly striking, with growth rate of 30% year-on-year between 2018 and 2019.

The “Oral Care Zone” at Hall W3, invites leading brands LMZ, Pien Tze Huang, RINOWS, Dentist, YIBAO etc., covering almost half of the zone。

Supplement Zone - E3 - The 100 Billion Market

Statistics from “Qianzhan Industry Research” shows that with the gradual improvement of consumer awareness of nutrition and health care, it is expected that in the next five years, the growth rate of nutrition and health care products will maintain at least 10%. The market size will reach 374 billion RMB by 2025. As for the demand for oral supplements, they are becoming more diversified, anti-sugar, anti-wrinkle and anti-aging have become the top of the pack in oral supplements. 


Thus, the "Supplement Zone" will be set up inside Hall E3, focusing on health supplements, gathering quality brands, import agents and OEM/ODM enterprises.  It is anticipated that Renhe, SIRIO, Kakaso, NIMI and other well-known brands will appear at the expo, covering countries such as China, Japan, Swiss, Germany, Thailand, Australia, etc.

Social E-commerce - E6 - New Economy

Back in 2016, social e-commerce, shared economy and KOL economy were known as the three major types of economy. As an extension to the traditional e-commerce, social e-commerce transform customers into communities through social network tools and utilize social media tools to fully mobilize the activity and communication power of community members.

Under the impact of the pandemic, brands and physical stores were facing unprecedented pressure in 2020, with stores unable to open, and consumers decreasing sharply, more and more physical stores and brands began to try social e-commerce and actively broke out.


In order to meet this market demand, CBE will focus on e-commerce in Hall E6 and set up a "Social E-commerce Zone". As of now, social e-commerce companies such as Jieanqi, Inglemirepharm, Jiayue, JinYi International, Heng Hao, Yijianyuzhou have officially entered.