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For more than a decade, the growing economy and wages growing by China and salaries have attracted products from cosmetics L’oreal, Estee Lauderand Shiseido. China appeared before the Covid Pandemic Hit pass The United States is like the world’s largest makeup market.
More Chinese consumers, now like Mao Geping and Florasis, now, more Chinese consumers become local brands because this bum is over.
Sales in L’Oreal’s mainland humiliated Last year, increase the sale of total North Asia by 3%. The Chinese market is 17% of the company, which is based on North Asian income, and now under 23% in 2022. The French company continues to call China an important market, but there is It was reported to have something As China’s demand is slow, the retail manager began to cut.
As China is stagnant, L’Oreal is now looking at the regions, like the Middle East and Southeast Asia, as a source of growth.
Sapmena-l’Areal says “South Asia will play a very big role” for the South Asia Pacific, Middle East and North Africa, “Vismay Sharma says Vismay Sharma controls the region for French cosmetics.
L’Oreal, Fortune’s European 500 No. 91, declare 1.1 billion euros ($ 1.19 billion) for the first quarter of 2025, 12.2% per annum, 12.2% increased between Sapmena and Sahara Africa (SSA).
It is still small in Europe, North America and North Asia. However, while Sapmena-SSA only contributes 9.2% L’Oreal’s quarterly revenue was the only region to grow double digit.
Sapmena covers a giant blanket of the world, which extends to New Zealand, which is 19,000 kilometers from Morocco to New Zealand. 35% of the region covers 3 billion people or about 40% of the world’s population, only 10% of global beauty sales. “He must come together and eventually demographic must finally win,” he said.
Sapmen’s fast growth is not a surprise surprise. “Consumers in this part of the world are less than 5 years old, they live in societies and rapidly growing economies,” he says.
China proved that the pandemic pandemic is a difficult market for global cosmetics. Slow Chinese sales have lowered the financial results of the US company Estee Lauder and Japanese Shiseido.
A slow economy and stagnant consumption is partially accused of. But there is a new competition. C-Beauty brands begin to get steam among Chinese buyers, and begin to take vapor in Viral, China Tiktok and other social media platforms in Doyun. (We focus on local Chinese brands like L’Oreal, Summer)
Again, Sharma offers classes for Chinese Sapmena.
Southeast Asia, like Chinese, has high-related consumers used for e-commerce and canestreaming. For example, Sharma notes that more than 50% of L’Oreal in Vietnam comes from e-commerce.
This is the less truth of the Middle East and North Africa.
“When you look at the ecosystem of beauty there, you still don’t have a tiktok shop. It is still a few years on platforms like Shopee like Shopee,” he says.
However, consumers in the Middle East share similar advantages to those in Southeast Asia. “Expectations for beauty are very similar. We can see the wishes in terms of hair, skin, lips and eyes,” Sharma says, preferring for longer black hair.
This gives l’oreal a chance to grow in the area. “Our ability to create content on the GCC is becoming a great advantage,” Sharma said.
This story was first displayed Fortune.com
