Multi Party Collaboration Supports Steady Growth of Fujian's Cosmetic & Personal Care Products Exports
In recent years, Fujian Province's beauty, cosmetic, and personal care products have gained popularity in overseas markets due to their good quality, innovative design, and competitive prices, leading to a continuous influx of international orders. According to data from Xiamen Customs, in 2024, the export value of beauty cosmetics and personal care products in Fujian Province reached 2.74 billion yuan, a year-on-year increase of 10.63%, ranking fifth in the country. Among them, the main export categories are cleansing products, bath salts and other bath preparations, ordinary beauty cosmetics and skincare products. The primary destinations for exports are North America and Europe, with export values of 1.031 billion yuan and 817 million yuan respectively, an increase of 35.16% and 15.71% year-on-year. From the perspective of enterprise nature, private enterprises lead exports, with exports of 2.319 billion yuan in 2024, a year-on-year increase of 12.79%, accounting for 84.64% of the export value of beauty, cosmetics, and personal care products in Fujian Province during the same period.
The first quarter of 2025 also continues the good momentum of 2024. Despite the recent sensitive tariff friction, the industry's export volume is still showing a stable and positive trend. Behind these data is the efforts of Fujian cosmetics companies to successfully open the door to overseas markets with product quality, innovative design, and price advantages.
On May 8th, in the Lily Bath Commodity Company factory area, a batch of over 2000 boxes — worth $54000 — of hand cream, moisturizer, and other personal care products passed customs inspection and are about to be loaded onto trucks and transported to the port for shipment overseas. The manager of the company said, "Our ability to adapt well the international market demands cannot be separated from the policy support and technical consulting services of customs."
The global expansion of domestic cosmetics relies heavily on policy support. In order to escort Fujian Province's "beautiful industry" to accelerate its overseas expansion, Xiamen Customs took the initiative to send the law to its doorstep and strengthen policy promotion for enterprises. By utilizing the "scheduled inspection + cloud issuance" function in the local inspection business system, "zero waiting" for inspection and certificate issuance has been achieved, significantly improving the clearance efficiency of enterprises. In addition, the customs will shift the focus of supervision to the raw material storage, production, and packaging links of enterprises, carry out safety supervision and sampling of exported cosmetics, urge enterprises to strengthen quality and safety control of raw materials and production processes, and ensure the safety and smooth clearance of exported products.
These measures provide strong guarantees for Fujian cosmetics companies to go global. However, in the face of fierce international competition brought about by the wave of globalization, domestic cosmetics companies still need to continue to make efforts in technological innovation, brand building, cultural integration, and other aspects. For instance, the increasingly popular Chinese-style elements in recent years are not only widely loved by Chinese people, but also widely recognized by European and American users. Lily, for example, is a company with innovative design capabilities. The multiple skincare products designed by the company that integrate traditional elements have received high praise from foreign customers since their launch, and have also become a highly anticipated star product at this year's Canton Fair.
With the continuous upgrading of domestic industries and sustained policy support, it is believed that in the future, domestic cosmetics are expected to occupy a larger share in the global market. As something closely related to people's daily lives, daily cosmetics still maintain a long-lasting and vigorous vitality.
