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Rethinking China’s Beauty Market

Rethinking China’s Beauty Market

Before Shanghai entered its now-easing lockdown, 26-year-old Chen Xi was a self-confessed beauty addict.

The e-commerce coordinator regularly patronised international and homegrown brands like Tom Ford, Skinceuticals and Florasis, but she rarely shops for them now. After being homebound for months, her beauty spending has dwindled and she’s no longer scrolling through social commerce app Xiaohongshu to find the perfect shades and formulas.

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