Nike, Burberry, and H&M are just a few examples of western brands that have landed themselves in hot water in China, resulting in boycotts, bans, and even being cancelled. As Chinese shoppers look local, Dior is hoping to appeal to increasingly patriotic consumers by embracing 'guochao'.

While Gen Yer wellness has been defined by pastel pink colorways and Goop-driven experiments, a new generation of creators is platforming self-care in a whole new way. Enter Sea Moss Girlies, the podcast, meme creator, and community of Gen Zers coming for a trillion-dollar industry.

With beauty fans adding more colour to their make-up routines, the shopping experience is paramount and this is evident among Chinese Gen Zers. IRL retail brand WOW Colour is tapping their dedication to domestically-made brands and willingness to make beauty shopping shareable.

Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?