As part of the Shanghai International Beauty Festival, the BBF activations took place across three of Shanghai’s premier retail destinations, welcoming more than 500,000 visitors and generating over 2 million media impressions. More than a showcase, the Festival brought 28 British beauty, fragrance, wellness and lifestyle brands directly to Chinese consumers and industry stakeholders and played a pivotal role in supporting their international expansion.

From Vision to Reality

The British Beauty Festival was born from a shared belief between the British Beauty Council and Chrysalis Beauty (Joyce Beauty’s mainland China licensee ) that British beauty deserves a dedicated platform in China.

Supported from the outset by the UK Department for Business and Trade (DBT), the Festival was created to help British brands access one of the world’s most dynamic beauty markets through a combination of consumer engagement, retail partnerships, industry dialogue and government support.

‘The British Beauty Festival is exactly the kind of initiative the British Beauty Council exists to support,’ says Millie Kendall OBE, CEO of the British Beauty Council. ‘What began as a bold proposition for China has demonstrated the appetite that exists for British beauty internationally. We are delighted to stand behind this Festival for the long term and to work with Chrysalis Beauty to take it to audiences across the country.’

Bringing British Beauty to Life

The Festival unfolded across three of Shanghai’s most prestigious commercial districts, creating experiences tailored to different audiences while maintaining a consistent British identity.

At Jiuguang Department Store in Jing’an—Shanghai’s beauty capital—consumers discovered British brands through an immersive retail pop-up and the eye-catching Sloped British Garden, a first-of-its-kind installation that became a popular destination throughout the festival.

The activation welcomed 1,429 in-store visitors, generated an estimated 30,000 passers-by, achieved approximately RMB 100,000 in online sales, and attracted extensive social engagement, demonstrating the growing demand for experiential retail.

Participating brands included ELEMIS, EVE LOM, Jo Malone London, Neal’s Yard Remedies, Sarah Chapman, Pixi, Noble Isle, Balmonds, Wildsmith, Votary, UKLash, Floris, Fortnum & Mason, Nailberry and 111SKIN, alongside a number of emerging brands exploring opportunities within the Chinese market for the first time.

Meanwhile, premium showcases at Lane Crawford and Bicester Village introduced British beauty to affluent consumers through curated brand experiences, exclusive workshops and collaborations with luxury partners including Porsche, Givenchy and AIA Insurance. Across the Bicester Village programme alone, participating brands generated RMB 50,000 in sales, further demonstrating the commercial value of premium experiential retail.

Why China Matters

China remains one of the most significant growth opportunities for British beauty brands. With an estimated retail beauty and personal care market worth almost £60 billion, as well as increasing premiumisation and a highly sophisticated digital ecosystem, Chinese consumers continue to seek brands that deliver authenticity, efficacy and innovation.

UK cosmetics and personal care exports to China now exceed £90 million annually, while cumulative beauty and skincare exports reached £285 million between 2021 and 2025. By connecting British brands with China’s vibrant beauty ecosystem, the Festival reinforced the global relevance and influence of the UK beauty industry.

Looking Ahead

As plans begin for the British Beauty Festival 2027, the success of the inaugural edition provides a powerful foundation for the next stage of growth: strengthening British beauty’s international presence and creating new opportunities for brands to thrive in global markets. If you are a brand interested in participating in a future British Beauty Festival event in China please register your interest at joinme@britishbeautycouncil.com.