On August 21, the China Beauty Expo – Hangzhou (CBE Hangzhou) successfully concluded at the Hangzhou International Expo Center.
With the theme “Fall into Opportunity, Expanded Lineups”, CBE Hangzhou brought together over 1,000 leading forces in the beauty industry from 20 countries and regions, including beauty brands, plant-based ingredient suppliers, OEM/ODM manufacturers, packaging companies, trendy retail channels, and AI-driven service providers. Featuring more than 60 new product launches and cutting-edge forums, the event drove autumn business growth and showcased how new products, new ingredients, and new scenarios were shaping the future of ecological beauty.
Trend 1:
Accelerated New Product Innovation Boosted Market Momentum
CBE Hangzhou 2025 featured high-quality brands such as CHANDO, OSM, MGPIN, Carslan, TIMAGE, Mageline, Forest Cabin, Comfy, UNISKIN, Redz, Magic, JueSe, Binsis,Trauer, DR.CH, FlowerKnows, AKF, PIARA, roopy, AARYE, DearIrean, EHD, SpringLetter, and MOTONOZEN, all unveiling major new launches for the autumn season.
International participation was equally strong. Brands from France, the United States, Australia, New Zealand, Japan, South Korea, and Thailand showcased distinctive innovations. Notably, the Department of Commerce and International Trade (DITP) of Thailand and the Commercial Office of the Consulate General of the Kingdom of Thailand in Shanghai partnered with CBE Hangzhou to present 19 premium Thai beauty and health brands. Their dedicated Thai Beauty & Health New Product Release Conference and Trade Matching Event introduced products with strong Thai characteristics, enriching offerings for Chinese consumers.
Trend 2:
Technological Innovation Reached Deep into the Supply Chain
Technology became a clear driver of new-quality industry development. Innovation moved beyond marketing buzzwords and emerged as a true arena of industrial competition, especially at the upstream ingredient level.
Theexhibition highlighted “New Ingredients” in a dedicated 1C IngredientsTheme Area. Global and domestic leaders such as Givaudan, SILAB, Jinbo Bio, Coachchem, Jland Biotech, Jiakai Biotech, Layn Natural Ingredients, BaweiBiotech, Sinhope, Jitaibiotech, Huiwen Biotech, Guantu Bio, Viplus, Mingkang,Feiyue, Yunzhu, Fibronectin Bio, L&A, Sunshine Desert Rose, Sahera, Tailor,Flower Beyond, as well as Agan Tree, Aesthetic Bio, Hanesun, and Xiang He,unveiled breakthroughs in biotechnology and active compounds. Their showcasesnot only highlighted scientific achievements but also facilitated direct tradeconversions, advancing the raw material innovation ecosystem.
Trend 3:
Innovative Scenarios Integrated Online and Offline Resources
Competition in the beauty industry had shifted from “online vs. offline” traffic battles to a focus on scenario-based user experience.
Offline channels were redefined as spaces for trust-building, brand storytelling, and emotional connection, while online platforms evolved into arenas for content seeding, real-time interaction, and knowledge sharing. Many exhibitors leveraged CBE as both a trade negotiation platform and a stage for live-streaming e-commerce. This dual strategy not only expanded B2B opportunities but also strengthened B2C growth, creating a closed loop across the sales chain.
Trend 4:
Color Cosmetics Innovations Sparked a Wave
After a period of adjustment, the color cosmetics sector entered a new phase of creativity, with novel concepts and textures driving excitement. Leading brands such as MGPIN, Carslan, TIMAGE, FlowerKnows, AKF, and PIARA stood out as highlights of CBE Hangzhou 2025, signaling renewed market vitality.
Trend 5:
Channel Innovation and Diversification Expanded Growth
Buyers from the top ten online and offline channels emerged as powerful engines of growth.
Online: The CBE KOL Club connected over 5,000 beauty influencers and vertical KOLs with more than 1,000 group leaders, creating new private-domain sales scenarios and fueling strong online growth. Cross-border e-commerce platforms also supported exhibitors in accessing international markets.
Offline: Growth stemmed from scenario innovation, connecting diverse sales touchpoints such as CS channels (new beauty collection stores), trendy retail concepts (fashion department stores), new supermarkets, lifestyle stores, accessory retailers, and new-generation agents.
Although CBE Hangzhou concluded, the industry momentum continued. CBE reaffirmed its mission to deliver in-depth services and empower the sustainable growth of the beauty sector.
See you in Shanghai, May 12–14, 2026!