Chinese skincare brand eyes overseas expansion amid growing international interest

Chinese skincare brand Kans is accelerating its overseas expansion, targeting various markets — including Russia, Vietnam, Mongolia, Malaysia, and Indonesia — as its parent company, Shanghai Chicmax Cosmetic Co, strengthens its research and development capabilities and overseas supply chain.

Wu Sirui, senior vice-president of marketing at Chicmax and general manager of Kans, said the company builds on its research and supply chain advantages to realize globalization, with Southeast Asia being its first station.

The company broke ground on a manufacturing plant in Indonesia on Aug 21, 2026. With a planned investment of about 300 million yuan ($42 million), the facility is scheduled to begin operations in July 2027 and is expected to support localized production and supply across Southeast Asian markets.

Chicmax operates two research centers in Shanghai and overseas, respectively. Its research and development spending reached 141 million yuan in the first half of 2026, up 36.4 percent year-on-year, according to the company.

The company's overseas business has also recorded rapid growth. Chicmax reported revenue from other countries and regions of 60.06 million yuan in 2025, up 197.4 percent year-on-year, according to its annual report.

Despite intense competition in the beauty and personal care industry, Chinese domestic brands — with high quality-to-price ratio — still have substantial room for growth overseas, Henry Hu, Chicmax's CEO for Southeast Asia, said.

On Oct 10, Kans launched the third generation of its Red Series, positioning it around anti-aging benefits. The company plans to introduce the new products to overseas markets in 2027, extending its core skincare offering beyond China.

Chicmax's overseas strategy comes as the company seeks to build a broader international presence through localized manufacturing, research, and product development. Its Indonesian plant marks a step toward establishing a regional supply chain as it looks to turn growing overseas interest in Chinese beauty brands into longer-term business growth.