China Cosmetics Brand Perception

From Perfect Diary to Florasis: Which Chinese Cosmetics Brand Truly Owns the Consumer’s Heart

China's cosmetics market is entering a dynamic phase of competition, where domestic brands are now competing alongside international giants for consumer recognition, loyalty, and emotional engagement. According to the latest China Cosmetics Brand Perception Analysis conducted by Mark & Spark Solutions, local brands are not only capturing attention but also establishing strong relationships with a discerning, beauty-conscious audience.

The study evaluates various metrics, including Top-of-Mind (TOM) recall, aided recall, unaided recall, and Net Promoter Scores (NPS), revealing intricate details about the competitive landscape. In terms of Top-of-Mind recall, Perfect Diary remains the leader, utilizing aggressive digital marketing strategies and influencer collaborations to maintain a prominent position in the minds of young consumers. Florasis (Hua Xi Zi) and Herborist also stand out, leveraging cultural narratives and innovative designs to secure their place in consumers' mental beauty inventories.

Aided recall findings indicate that certain brands, although not top-of-mind, still achieve significant recognition when mentioned. Brands such as Inoherb, Marubi, and Chando perform well in this category, demonstrating that a consistent presence across retail, e-commerce, and media can effectively drive consumer awareness, even when spontaneous mention is absent.

In terms of unaided recall, which measures true brand equity without external cues, Perfect Diary excels once more, joined by emerging favorites Colorkey and Judydoll. These brands have effectively engaged younger consumers through trendy product offerings, competitive pricing, and rapid innovation cycles.

Loyalty presents a different narrative. Based on Net Promoter Score (NPS) which gauges a customer's likelihood to recommend a brand Florasis and Herborist emerge as clear frontrunners. Their dedication to natural ingredients, traditional Chinese beauty principles, and premium design fosters trust and long-term consumer advocacy. While Perfect Diary maintains a strong NPS, it slightly lags behind its competitors, reflecting the difficulties of sustaining deep loyalty in a rapidly evolving market characterized by intense competition.

The analysis highlights the impact of digital ecosystems on beauty brand perception in China. Platforms such as Douyin (TikTok China) and Xiaohongshu (Little Red Book) serve as vital hubs for consumer engagement, where elements like livestreaming, influencer partnerships, and user-generated content can propel a product to sudden popularity. Brands that effectively combine product innovation with community-driven narratives are seeing improved emotional connection scores, which are crucial for repeat purchases.

Despite the promising landscape, challenges remain. The cosmetics category is saturated, with both local and global brands vying for consumer attention in an increasingly digital marketplace. Consumers are demanding transparency, sustainability, and proven efficacy, prompting brands to innovate not only in packaging and marketing but also in formulation and ethical sourcing. Some brands continue to grapple with perception issues concerning product quality and ingredient safety, which may impact both unaided recall and NPS.

While international brands still hold prestige in the luxury cosmetics sector, the perception gap is narrowing as Chinese brands invest in research and development, enhance quality controls, and employ cultural branding strategies to resonate with national pride.

The report concludes that the future leaders in China's cosmetics market will be those that effectively balance visibility, trust, and emotional engagement. Perfect Diary’s expertise in digital marketing, Florasis’s focus on cultural elegance, and Herborist’s heritage-driven approach represent just the beginning. As innovation evolves and consumers become more informed, the brands that authentically align with shifting beauty values will not only capture market share but also secure a lasting place in the hearts of Chinese consumers.