In the current consumer market, the cosmetics industry is undergoing profound changes and booming development. From the vibrant domestic market to the active expansion in overseas markets, the cosmetics industry presents a multifaceted development trend.

Domestically, the scale of the cosmetics industry continues to expand. Take Zhongshan as an example. In 2024, the output value of Zhongshan's beauty and cosmetics industry reached 14.39 billion yuan, a year - on - year increase of 5.4%. Among them, Fujian Qingsong Co., Ltd., to which North Bell Cosmetics Co., Ltd. belongs, achieved a growth rate of more than 160% in both net profit attributable to the parent company and net profit after deducting non - recurring gains and losses in 2024, becoming a strong driving force for the industry's development. A beauty and cosmetics OEM factory like Borantang, which was established less than 8 years ago, has also grown into an industry "dark horse" with an annual revenue of over 200 million yuan and its products being sold to many countries and regions. In 2024, its performance increased by 46% year - on - year.

Behind these achievements are the efforts of domestic cosmetics enterprises in many aspects such as technological innovation, product research and development, and production management. North Bell continuously promotes the innovation research of cosmetic raw materials and the optimization of product formulas to enhance product competitiveness; by creating an informatized, digital, and intelligent full - chain solution for the enterprise, it realizes the overall cost reduction and efficiency improvement of the supply chain. Borantang continuously optimizes quality management, capital management, and the control of core technologies to ensure the steady improvement of product quality, reasonable cost control, and the continuous enhancement of innovation capabilities.

With the development of the domestic cosmetics industry, domestic cosmetics are gradually emerging in the international market. According to statistics from Xiamen Customs, in 2024, the export value of beauty cosmetics and toiletries in Fujian Province reached 2.74 billion yuan, a year - on - year increase of 10.63%, ranking fifth in the country. Xiamen Xida Beauty and Hair Products Co., Ltd. focuses on the production of bath products, and its products are mainly sold to Europe, America, and Southeast Asia. In 2024, its export value exceeded 100 million yuan, with a year - on - year increase of over 70%. The skin - moisturizing lotions, hand creams, and other products of Xiamen Landy Trade & Development Co., Ltd. are sold to 45 countries and regions around the world. In 2024, the total export amount reached 215 million yuan, a year - on - year increase of 23%.

In the Southeast Asian market, Chinese beauty brands are making a strong impact. Skintific is a brand founded by Guangzhou Fame Network Technology Co., Ltd. in Indonesia in 2021 and has currently entered at least four national markets. According to statistics from Japan's DataRocker, in the Indonesian beauty category on Shopee, an e - commerce platform under Singapore's Sea Group, Skintific's sales accounted for more than 5% in 2024. JUDYDOLL, a brand from Shanghai, entered the Singaporean market in 2024 and established an overseas - oriented product development department. It has already launched products in the local area that suit the skin characteristics of Southeast Asian consumers. Chinese beauty products are favored by Southeast Asian young people due to their affordable prices and the ability of the products to solve local consumers' skin problems.

Although the cosmetics industry is developing well, it also faces many challenges. Domestically, the beauty and cosmetics industry in some regions has the problem of "strong production but weak brands". For example, the beauty and cosmetics industry in Zhongshan highly depends on OEM orders, diluting the brand value - added. At the same time, the lack of advantages in new raw materials, limited digital production, and weak e - commerce sales channels also restrict the growth and expansion of the industry. The research and development of new raw materials are restricted by the dilemma of "difficult transformation of university achievements and high investment risks for enterprises", and it is urgent to make up for these shortcomings.

In the international market, domestic cosmetics enterprises face fierce competition. Although Chinese cosmetics have achieved certain results with cost - effectiveness and characteristic products, to occupy a larger share in the global market, continuous efforts are still needed in technological innovation, brand building, and cultural integration.

Overall, the cosmetics industry is currently in a stage of rapid development. Domestic brands show strong development potential. However, to achieve sustainable high - quality development, industry enterprises and relevant departments need to work together to meet challenges and seize opportunities.