How Hong Kong beauty brands are carving a niche beyond the shadow of K-beauty

Be it the promise of “glass skin” or the ubiquity of sheet masks, K-beauty has dominated the global beauty conversation for the better part of two decades. However, in recent years, other Asian players have been quietly building momentum, particularly Chinese beauty, also known as “C-beauty”.

There has been a growing interest in traditional practices like gua sha massage and products rooted in Traditional Chinese Medicine (TCM). In fact, just weeks ago, the search term for “Chinese beauty” overtook the term “K-beauty” in Google search trends worldwide—a symbolic shift that signals that consumers are waking up to the appeal of Chinese beauty brands.

Against this backdrop of rising C-beauty influence, Hong Kong’s homegrown beauty brands are carving out their own space. Many embrace the broader Chinese beauty ethos, incorporating TCM-based ingredients and ancient wellness practices, as seen in brands like Nooci. But how are these local players really faring in an increasingly crowded marketplace?

Also read: How AI, Gen Z and social media filters are reshaping beauty

The advantage for Hong Kong beauty players

Yuki Wong, founder of Weirdo Beauty, believes that Hong Kong beauty brands’ unique positioning can leverage their growth and acceptance among customers

Hong Kong beauty brands occupy a unique position in the global beauty ecosystem. “Hong Kong beauty brands are uniquely positioned at the intersection of East and West,” explains Yuki Wong, founder of local beauty maison Weirdo Beauty. “We combine Asian skincare philosophies—such as balance, prevention and herbal wisdom—with modern clinical research, global aesthetics and cutting-edge technologies.”

Dorothy Chau of Pretti5 emphasises how local brands “embody a unique fusion of heritage and modernity”, drawing “inspiration from the city’s rich cultural tapestry, blending traditional Chinese herbal medicine with cutting-edge formulations.”

The city’s cosmopolitan nature also creates both opportunities and challenges for Hong Kong beauty brands. As Wong observes, “Hong Kong consumers are among the most well-informed and demanding in the world, which pushes local brands to constantly innovate, refine their formulations, and provide high-quality service experiences.”

Hong Kong beauty players focus on authentic connections

Pretti5 founder Dorothy Chau says her brand goes beyond transactional relations to form genuine connections with the clients

In a market saturated with international players, local brands are finding success through authenticity and education. Wong’s strategy centres on leveraging her background as “both a medical entrepreneur and a Traditional Chinese Medicine student”. “I don’t just sell products, I explain skin mechanisms, decode ingredients and share clinical insights in a down-to-earth way that resonates with people,” she says.

Chau emphasises that “in a market as vibrant as Hong Kong’s, authenticity is essential. We focus on building genuine relationships with our customers that go beyond merely transactional”.

This responsiveness to local needs drives Hong Kong beauty brands to constantly innovate. One such local brand is Skin Need, whose founder, Christal Leung, is a cosmetic chemist who brings her wealth of medical experience to skincare. Leung says, “Skin Need is unceasingly fine-tuning its products and services based on science innovation and user needs. This year, we elevated our tried-and-true water-based serum formulas after two years of R&D to further amplify the hydration and skin-repairing features with five hyaluronic acid complexes.”

The challenge of competing with giants

Securing retail space in prime locations can be daunting for emerging brands

By - Dorothy Chau

This constant need to strive for excellence is a weapon of survival, especially as Hong Kong beauty brands are constantly pitted against international conglomerates, from K-beauty to established big-name Western brands. But in this David vs Goliath situation, local brands struggle every step of the way to compete with large international companies that have more capital, distribution channels and marketing muscle.”

Chau also points out that “securing retail space in prime locations can be daunting for emerging brands. To thrive, local beauty brands need more support in terms of funding and collaborative platforms that encourage knowledge sharing and growth within the industry.”

Leung, who also operates as a private label manufacturer, highlights how Hong Kong brands must “balance meeting production quantities within economies of scale and Hong Kong’s relatively small market size compared to places like the US, Korea, Japan and Australia."

Chinese and Hong Kong beauty brands shaping a quiet revolution

At Skin Need, Christal Leung advocates that every individual should define their own beauty standard

While K-beauty’s global success was built on viral trends and instantly recognisable aesthetics, Hong Kong brands are taking a more measured approach. Wong envisions “a quieter, more understated evolution rather than a loud revolution. Where K-beauty offered playful innovation, I believe Hong Kong or C-beauty can rise by offering trust, transparency and depth.”

This philosophy extends to rejecting one-size-fits-all beauty standards. Leung explains that Skin Need “advocates that every individual should define their own beauty standard, rather than instilling into the collective a single look or goal to beauty for all to chase after.”

Chau shares this optimism. “I believe we are on the brink of a beauty renaissance in Hong Kong and China, driven by a growing appreciation for local artistry and innovation.”

As the global beauty conversation increasingly values transparency and cultural authenticity over trends, Hong Kong brands may find themselves perfectly positioned for the next chapter of Asian beauty’s global influence. The revolution may be quieter than K-beauty’s meteoric rise, but it might prove equally enduring.

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