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2021 China Beauty Expo

2021 China Beauty Expo successfully closed out the 3-day show on the evening of May 14th at the Shanghai New International Expo Center ! This edition welcomed more than 3,200 beauty enterprises.

8 trends were discovered :

1 New regulations catapults inspection

Cosmetic companies have been facing new challenges due to the new regulations implemented earlier this year. Inspection and testing institutions are increasingly demanding with the efficacy and safety of products.

Indeed, the system of evaluation of the efficacy of cosmetics is a key feature.2 Technology, More Choices, Customization

Always in search of innovation, the R&D of cosmetic companies seek to integrate the latest technologies into their products to stand out. The integration of science, technology and innovative products is accelerating. Indeed, the world of cosmetics is very competitive.

3 Traditional categories, more precise

The categories of masks and treatments are evolving rapidly, becoming more and more specific. Products are becoming more and more adapted with the use of new technologies, ingredients and concepts.

4 Sustainability & Green Beauty

The concept of Clean Beauty is very topical, the “minimalism” takes all its sense in the framework of the new current regulations.

The reduction of plastic in product packaging is also a strong trend. There is a growing demand for the use of natural, biodegradable and unique materials.

5 KOL/millennials are the key

Millennials are very present on social networks, they find recommendations and promotions online. These young consumers have become more and more demanding, especially in the field of cosmetics. They are looking for effective products with special features. The current young generation of consumers is already paying attention to skin care products.

6 Pharmaceutical skincare

Consumers are paying more attention to the health of their skin, especially sensitive skin. To meet the many demands of consumers, companies are trying new pharmaceutical experiments.

7 Cross-border integration

With the continuous emergence of new products, cross-border integration has become a new trend. This allows to multiply sales.

8 Ins style, more interesting and fun

We are in a digital first era where social platforms allow the cosmetics industry to create, innovate and showcase their products. Skincare, makeup and other products can be presented in different interactive, fun, interesting forms.

The Chinese cosmetics industry is engaging in new regulations and new technologies.

For more trend and insights, category analysis, please follow the official WeChat account “ChinaBeautyExpoGlobal”.

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How TikTok helps TPE/PME to communicate during this period of health crisis ?


Digital technology has become fully established in our lives during the health crisis. Digital tools and especially social networks are nowadays alternatives to help companies to get through this crisis. Being visible and selling on internet have become a priority for them.

The current period is particularly difficult for these small and medium companies, with revenue growth at a low point, as they do not have enough resources to reach consumers.

The social media TikTok is a worldwide success and now reaches 800 million active users worldwide. It is by far the most downloaded application in recent years. This application for teenagers has won over parents, doctors, politicians…

So, the Chinese application has decided to support these TPE and PME by launching on November 25, 2020 a new platform for these types of companies :

TikTok SMB Knowledge Hub

« TikTok Small and Middle Businesses knowledge Hub »

What is TikTok SMB Knowledge Hub ?

Currently available in France, United Kingdom, Italy and Spain, this platform is designed to help companies make themselves known while interacting with a targeted audience.

The SMB Knowledge hub is an extension of the TikTok for business platform. It offers paid services for small and medium companies by providing them with advice, a set of advertising tools and affordable products to help them target their customers and get known by the TikTok community. For example, they have access to “Ads Manager”, an advertising platform that allows these companies to create and manage their promotional campaigns on this social network. They also have access to the “Ad group”, a practical guide that answers many questions :

  • How to define a target audience?
  • Which format to use?
  • How to organize a calendar?
  • What budget to set?
  • How to use the advertising impact measurement tool TikTok Pixel?
  • How to set up an auction strategy?

The advantages on TikTok :

Brands on this application are many and diverse, from jewelry, clothing, dog collars, candles, beauty products, kitchen utensils, phone shells… All these companies share values and can also create relationships with each other by telling their stories and stories through the implementation of hashtag like :

#smallbusinesscheck (2.8 billion views) and #smallbusinessowner (875 million views)

An example of TikTok account ?

« Swavy Co »

 A US-based company specializing in the customization of phone accessories. You can find phone shells, phone boxes, card holders, popsockets or stickers…

In addition to its e-commerce site and its instagram site (8227 subscribers), it has a very active TikToK account, which has 123.1K subscribers and 1.5M like mentions. You can find many promotional videos about the new models, how the shells are made or how the packets are prepared. We notice that this account has more impact than the Instagram account. This social media is therefore an essential tool to develop in the United States but also internationally. Ads Manager :

Also, this social media has another way to help companies of all sizes to get started on the platform : Tiktok Ads Manager.

A self-service advertising platform that allows companies to create their own campaigns thanks to the creative tools available in the application.

So now, make your campaigns completely TikTok

Learn more about TikTok For Business