Back to today’s briefing

Story perspectives

Shanghai Exec Switches to Chinese Skincare, C-beauty Surge

7/30/2026

44 8 Full Breakdown

Summary

Story summary

Wang Jinghua, a 49-year-old Shanghai advertising executive, now buys skincare and hydration masks from Chinese C-beauty brands WIS and Creator.
She switched after seeing reviews on Douyin and Xiaohongshu.
Wang says the Chinese products are as good as the foreign brands she once favored.
Her shift reflects a broader Chinese consumer trend toward homegrown brands that offer distinctive designs, good quality and affordable prices.

1 of 1

Story summary

Wang Jinghua, a 49-year-old Shanghai advertising executive, now buys skincare and hydration masks from Chinese C-beauty brands WIS and Creator.
She switched after seeing reviews on Douyin and Xiaohongshu.
Wang says the Chinese products are as good as the foreign brands she once favored.
Her shift reflects a broader Chinese consumer trend toward homegrown brands that offer distinctive designs, good quality and affordable prices.