Makeup firm making big on 'Made in China'

For Du Hongliang, founder and chairman of Zhejiang Enchant Cosmetic Co Ltd, the evolution of Chinese manufacturing is best measured not by mere statistics, but by the expanding footprint of his company's exhibition booths at global trade fairs.

"In 1996 and 1997, when we first ventured into overseas cosmetics exhibitions, our booth was tucked away in an obscure corner. It was tiny, allowing us to display only a few boxes of samples — in stark contrast to major foreign brands that shipped entire containers of products," Du recalled.

Today, the scenario is vastly different. Established in the late 1990s, Enchant Cosmetic has become a fixture at premier industry expos, attending seven to eight major fairs annually across Italy, the United Kingdom, France and the United States. The company's diverse portfolio, spanning makeup to skincare, reaches over 80 countries and regions. Overseas markets now account for nearly 80 percent of its annual revenue, which stands at approximately 150 million yuan ($20.7 million).

This metamorphosis from a hidden original equipment manufacturer to an emerging brand with a distinct identity epitomizes the broader trajectory of the "Made in China" label.

"Our role has completely shifted — from one of learning and input to one of output and showcasing ourselves," Du said.

With a network of over 200 international partners ranging from industry giants in New York to niche distributors in South Africa, Du identifies integrity as the nonnegotiable cornerstone of the company's global expansion.

"Regardless of where in the world you operate, integrity is the foundation and the key to success."

This philosophy translates into an obsession with quality control. "We must be strict in every aspect. A single flaw in a product can inflict lasting damage on the brand," Du added.

Its global success also hinges on localization strategies. Du said understanding and adapting to regional nuances is critical.

"Consumer preferences for colors and products differ significantly across South Africa, South America and the Middle East. We must align our product development and business planning with local trends, habits and characteristics."

Enchant Cosmetic's strategy for maintaining a competitive edge involves looking beyond the cosmetics industry itself. Du said the "secret" to makeup lies in its synergy with fashion.

"Makeup and clothing must be paired to enhance customers' overall aesthetic."

To that end, the company's development team attends major fashion weeks in Milan and Paris each year. "We analyze the latest clothing trends to determine our cosmetics color schemes, capturing the pulse of the upcoming season," Du said.

This agility in trend-spotting allows the brand to stay relevant and competitive.

"In the 1980s, China was playing catch-up. Now, we follow global trends closely and make prompt adjustments."

For young Chinese entrepreneurs aspiring to build global brands, Du offered advice forged over nearly four decades — build a resilient core structure.

"You must possess your own brand and independent research and development capabilities. It is also essential to have your own manufacturing facilities, establishing production standards and management systems that meet international norms," he said.

Chinese beauty brands are accelerating their global reach. In 2024, China's exports of cosmetics and personal care products hit 51.2 billion yuan ($7.2 billion), increasing 11.9 percent year-on-year, according to the China Association of Fragrance Flavour and Cosmetic Industries.

renqi@chinadaily.com.cn