Designed to spotlight the innovation, creativity and diversity of the UK beauty sector, the Festival will serve as a gateway for British brands to connect with a highly engaged and sophisticated Chinese audience. As global demand for authentic, high-quality British beauty continues to grow, China stands at the forefront of this opportunity.

Millie Kendall OBE, CEO of the British Beauty Council, shares: “The demand for British brands that redefine modern luxury through a British lens, is stronger than ever in China. The British Beauty Festival offers a powerful platform for UK brands, setting benchmarks in global beauty standards, to engage directly with a new audience. We are delighted to form this strategic partnership with Chrysalis Beauty, supported by the Department for Business and Trade. To not only showcase products, but champion the values that define British beauty – rooted in heritage, driven by innovation, with excellence in sustainability, ethical production and inclusive design.”

Sohail Shaikh, HM Deputy Trade Commissioner for China, adds, ‘China is one of the world’s largest and most dynamic beauty and personal care markets, with an estimated retail value of almost £60 billion. Its scale, rapid premiumisation and highly developed digital ecosystem present significant opportunities for British beauty brands, particularly those offering innovation, scientific expertise, sustainability, heritage and trusted quality. This market continues to be an important growth opportunity for UK businesses looking to expand internationally.’

Showcasing the Best of British Beauty

The Festival will bring together a curated selection of established and emerging British brands across skincare, wellness, fragrance, haircare, colour cosmetics and beauty technology. In total, more than twenty brands will take part, with several making their debut in the Chinese market through this initiative — a testament to the Festival’s role in supporting international growth and trade.

Participating names include Elemis, Neal’s Yard Remedies, Sarah Chapman, Skin Cycles, Votary, Wildsmith Skincare, Jo Malone London, Fortnum & Mason, Balmonds, Eve Lom, Noble Isle, Rosemary Hair Oil, MD:Ceuticals, Pixi, UKLash, Skin Cycles, Floris, Forest Spa Finland, Verden, 320MHz, Hair Laboratory, Nailberry and Shake Up.

A City-Wide Celebration

Co-hosted by the Department for Business and Trade and Chrysalis Beauty (Joyce Beauty’s mainland China licensee) the British Beauty Festival will unfold across three iconic Shanghai retail destinations, creating a multi-phase programme running throughout April and May.

Jiuguang Department Store Plaza (23–30 April)

The Festival opens in Jing’An District with the British Bloom Garden — an immersive public pop-up experience at Jiuguang Department Store Plaza. Visitors can explore curated brand showcases, enjoy sampling activations, and engage with industry leaders through exclusive invitation events.

The opening ceremony will be attended by representatives from the Jing’An District Government, the UK Department for Business and Trade, the British Beauty Council, and leading media partners, underscoring the significance of this cultural and commercial exchange.

Bicester Village Pop-up (May)

The Festival continues with an exclusive showcase at Bicester Village throughout May, offering a premium experience for 80,000 VIP members within The Apartment. This phase is designed to deepen engagement with high-value consumers in a more intimate and curated environment.

Lane Crawford (10–31 May)

The final phase will see the Festival integrated into Lane Crawford, one of Asia’s most prestigious luxury retail destinations. Located on the third floor, dedicated brand displays will be complemented by live-streaming facilities extending reach to a wider digital audience.

Official Launch and Awards Gala

A highlight of the programme will be the British Beauty Festival Official Launch and Awards Gala Dinner, taking place on 22 April at the Wyndham Hotel. The evening will bring together government representatives, retail leaders, media and industry figures to celebrate the achievements of British beauty brands and founders. Awards presented on the night will recognise excellence, innovation and impact across the sector, further reinforcing the UK’s global leadership in beauty.

A Platform for Global Growth

The British Beauty Festival runs as part of the Shanghai International Beauty Festival, and as the country of honour the Festival will benefit from strong visibility, with inclusion in the official opening ceremony.

This inaugural edition of the Festival is a celebration of the creativity, enterprise and excellence of the British beauty industry. More than a showcase, it is a strategic platform for international expansion, cultural exchange and long-term growth, playing a vital role in promoting UK beauty on the global stage and supporting brands in their international ambitions. By connecting British brands with China’s vibrant beauty ecosystem, the Festival reinforces the global relevance and influence of the UK beauty industry

‘The British Beauty Festival began as an idea rooted in a genuine belief in what British beauty can achieve in China. The support of the UK Department for Business and Trade was instrumental in turning that vision into reality, and the British Beauty Council’s backing gave it the platform it deserves. A long-term partnership is the next chapter — and Shanghai is just the beginning,’ adds Miriam Bray, Founder & CEO, Chrysalis Beauty.

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.