‘C-beauty’ cosmetics brands find retail expansion outside China a slow slog
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‘For established domestic cosmetics companies attempting to expand abroad, progress is still in its early stages,’ CLSA’s Chris Gao says.

With its signature fan-shaped wall of lipsticks displayed at the entrance, the Hong Kong store of Mao Geping Cosmetics at the Harbour City shopping complex in Tsim Sha Tsui appeared quiet on a recent weekday night. That underscored a sluggish state of affairs at Mao Geping, about two months after opening its first overseas location in the city, and the broader challenges faced by Chinese beauty – dubbed C-beauty – brands seeking to expand sales outside the mainland. The cosmetics firm was named…

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