Sephora (丝芙兰) China has announced they will add 11 Chinese beauty brands to their shelves. The line-up includes some names you’ll likely recognise: Florasis (花西子), Perfect Diary (完美日记), Marie Dalgar (玛丽黛佳), Judydoll (橘朵), Funny Elves (方里), INTO YOU (心慕与你), Nuscents (芬寸), First Cover (由一), Grain Rain (谷雨), C+ (C咖) and You&Pure (羽素).
That’s a spread that covers bases from colour cosmetics to base makeup and skincare. The idea: create a broader Chinese beauty matrix within Sephora’s China retail ecosystem – an ecosystem that traditionally leans toward foreign beauty products. Sephora is now selling established and emerging Chinese brands under a more visible local beauty strategy.
The move builds on Sephora’s 2025 introduction of six Chinese beauty brands, including CENSTO (三资堂) and Joocyee (酵色). What’s changed though, is scale and intent. Rather than treating Chinese beauty as a niche, Sephora is giving domestic brands a more prominent role in its China assortment.
Florasis brings Chinese aesthetics, Perfect Diary adds digital-native scale, Judydoll offers playful colour cosmetics, while Funny Elves and First Cover focus on base makeup designed around Asian skin tones and facial features. On the skincare side, Grain Rain, C+ and You&Pure speak to specific local concerns, from brightening to oily and acne-prone skin.
The Dao view: Sephora China has noticed the importance of domestic brands
For now, the rollout is strictly China focused. We’ll have to wait before these brands see Sephora’s international shelves. So it’s not a global story, but it is a China retail story with global implications.
Sephora reckons these Chinese beauty brands are no longer just cheap alternatives to international prestige names. They are becoming sources of category expertise in their own right. In this sector – as with many others – the era of Made in China meaning low-cost, low-quality is coming to an end.
