Florasis opens outlet in Paris

Huaxizi, or Florasis in English, a Chinese beauty brand with cultural and aesthetic attributes, has opened an outlet at Paris department store Samaritaine, becoming the sole Chinese beauty brand to operate a physical shop in Europe.

The Hangzhou, Zhejiang province-based company said it would like to continue expanding its footprint globally, launching more stores in countries and regions involved in the Belt and Road Initiative, such as the Middle East. Globally, Florasis also sells its products through an offline Cosme store in Osaka, Japan.

As China and France celebrate their 60th anniversary of diplomatic relations, Florasis cooperated with the global luxury travel retailer DFS to launch its new shop in Paris. The department store Samaritaine, located on the banks of the River Seine, has been a landmark of Paris with 154 years of history.

The design of Florasis' cosmetics counter applies elements of a traditional Chinese garden, and promotes some of its best-selling products such as lipsticks, powder and liquid eye shadow, as well as a series of products designed with the Mongolian ethnic minority's cultural elements for its packaging.

"In October, we also plan to launch a number of limited edition products with Chinese embroidery elements, as we aim to provide some unique cultural experiences for overseas consumers," said Gabby Chen, president of global expansion at Florasis.

"We hope to further promote the global strategic layout through cooperation with international luxury travel retailer DFS. While building up our international influence, we aim to bring Oriental aesthetics and culture to consumers of more countries and regions."

Xia Tian, a Chinese student who studies abroad, said she felt so proud to see the launch of a Chinese cosmetics brand shop in Paris, and many tourists came to the counter to experience the products.

A Belgian consumer named Amelie said it was the first time that she tried out Chinese makeup, and the products boast unique designs that feature Eastern elements and patterns.

Delphine Herve Turra, merchandising director of DFS France, said the company has noticed the growth momentum of Chinese beauty brands in China, and DFS appreciates the brand concept of Florasis as well as the cultural value it conveys.

"Its high-quality product lineup and unique designs have demonstrated significant growth potential in the international market, providing a unique choice for the French market. Next, we plan to introduce Florasis to more DFS stores globally," said Herve.

In 2023, the total export value of Chinese cosmetics reached 26.37 billion yuan ($3.7 billion), growing 39.3 percent year-on-year, according to data from the General Administration of Customs.

In the past few years, the rapid development of e-commerce channels and livestreaming sessions in China has provided good exposure and promotional sales channels for emerging China-chic brands, said Lou Lei, executive director of consultancy Frost & Sullivan China.

"Also, young Chinese consumers have indicated an increasingly stronger national self-confidence and higher spending power, and they would like to pursue personalized styles. Such a trend has provided a strong boost for the growth of China-chic brands," Lou said.