British Beauty Brands Gain Ground in Health-Focused China

May 2021 marked a significant turning point in China’s beauty industry with the end of mandatory animal testing for most general cosmetics, including products like shampoos, body washes, and makeup. This policy shift, previously a major barrier for cruelty-free brands aiming to enter the Chinese market, has paved the way for these companies to expand their presence with fewer restrictions.

This regulatory relaxation coincides with a surge in consumer demand for clean beauty products. An overwhelming 90% of Chinese consumers now emphasise the importance of purchasing health-conscious or eco-friendly products. This shift is supported by a recent McKinsey report, which reveals that 80% of Chinese shoppers are willing to pay a premium for sustainable packaging — significantly more than the 68% of American consumers who say the same. This clear preference for sustainability underscores an evolving consumer consciousness that companies can leverage as a differentiator in the competitive market.

The ethos of clean beauty — which encompasses cruelty-free practices and transparent ingredient sourcing — strikes a chord with the ethical priorities of China’s younger consumers. This demographic is not only concerned with the immediate benefits of beauty products but also with their broader impact on health and the environment. As a leader in clean beauty, the UK is poised to capitalise on this trend.

With Chinese regulations favouring non-toxic and environmentally friendly ingredients, UK brands, which maintain stringent quality and safety standards, are also well-prepared to meet new compliance requirements.