-By Ankita Dutta
The Business of Fashion (BoF), one of the most authoritative fashion media outlets in the world, recently organized the Business of Beauty Global Forum, which saw participation from the very first Chinese beauty brand, Florasis. BoF invited 47 industry professionals, including Jane Lauder, Executive Vice President of Enterprise Marketing and Chief Data Officer at Estée Lauder, Jean-André Rougeot, President and CEO of Sephora Americas, and Cécile Lochard, Chief Sustainability Officer at Guerlain. Previously, only globally recognized beauty brands, industry leaders, entrepreneurs, and innovators were invited to the forum.
As a Chinese beauty brand for which Eastern aesthetics play a central role, Florasis is at the forefront of representing China’s beauty industry on the global stage. BoF is widely renowned in the fashion and beauty industry, providing original fashion business news and the most authoritative analysis of the sector’s intelligence worldwide. BoF is a go-to publication for leaders in the industry, spanning national and international markets, rendering it a crucial information repository for executives, innovators, learners, and business owners. Florasis’ presentation at the Business of Beauty Global Forum underscores the flourishing role Chinese brands are now playing in the global fashion industry.
Since its debut on the international scene, Florasis has quickly gained a reputation among global consumers as a brand that reflects the unique and charming Eastern culture and aesthetics. According to Gabby YJ Chen, Global Expansion President of Florasis, the satisfaction rate for sales of Florasis products outside of China exceeded 96%, with a return rate of less than 1% last year. Moreover, Florasis’ overseas social media accounts now have more than 2 million followers, and consumers from over 100 countries have purchased the brand’s products.
Florasis is among the first Chinese brands to not compromise on promoting and emphasizing Eastern aesthetics when expanding internationally. For instance, Florasis’ Blooming Rouge Love Lock Lipstick has an embossed design depicting a love story from over 2,000 years ago in China – Zhang Chang painted eyebrows. Florasis has been exporting Chinese cosmetics, Chinese quality, Chinese culture, and aesthetics to the world, and its international expansion effort is fundamentally a means of exporting Chinese classics to a modern world and making Eastern culture recognized by the world.
Notably, Chinese fashion brands such as Florasis, Li-Ning, and Bosideng, who innovatively and distinctively feature a Chinese branding style, are playing a leading role in building the Chinese fashion system on the world stage. This shift in fashion discourse power is likely to take time, but this new trend represented by Chinese brands like Florasis signals an epochal change in the global fashion industry’s development landscape.
