In recent years, as the domestic market has become saturated, Chinese domestic makeup brands have faced unprecedented challenges. Against this backdrop, in order to seek new growth points and expand market boundaries, domestic makeup brands have chosen to set sail "overseas" and enter international markets. Among them, the Florasis brand is particularly noteworthy.

Many people may find the Florasis brand unfamiliar. But when it comes to Huaxizi, those who know a little about makeup should be aware that it is a very popular beauty brand in China in recent years.

In March 2017, Huaxizi was born by the West Lake in Hangzhou. The word "Xizi" comes from the aforementioned poem, and "Hua" originates from its brand concept—"nourishing makeup with flowers."

Huaxizi uses "Florasis" as its English name, meaning "Flora" + "Sis," which translates to "Goddess of Flowers." It is a metaphor for consumers who use Florasis products, becoming as beautiful and enchanting as the lotus goddess Xi Shi.

This domestic makeup brand, full of classical Chinese oriental beauty, has in the past two years become a leading Chinese beauty brand going global. Its global layout has shown remarkable results, and it was listed among the top 20 "China Global Growth Star Brands" on the 2022 Kantar BrandZ list.

Image source: Kantar BrandZ list

So, how did the oriental makeup brand Florasis successfully go global?

The answer is precise brand positioning and cultural confidence in oriental makeup, opening up overseas markets through multiple channels!

Florasis integrates oriental culture into its brand DNA, pioneering the high-end "Chinese beauty" route. For example, the Heart-Lock Lipstick combines Chinese culture with products, and with its unique design, has gained widespread recognition among overseas users.

Florasis' first step in its overseas expansion targeted the Japanese market, officially entering Amazon Japan in 2021.

Image source: Amazon

With its stunning oriental design style, Florasis quickly became popular, and the concept of "Chinese makeup" gradually gained traction in Japan. Following Korean, Japanese, and Western makeup, "Chinese makeup" began to attract attention overseas.

Image source: Instagram related comments

Later, this trend became popular on YouTube. Many Japanese beauty bloggers began sharing content about "Chinese makeup." The titles of these "Chinese style makeup" videos were often combined with words like "high-end" and "great results." The view counts were excellent, with many videos reaching over a million+ views.

Image source: YouTube account video views

As the Japanese market leaned towards "Chinese makeup," this trend also "spread" to the European and American markets. Many bloggers spontaneously shared their views on "Chinese makeup" in their videos and provided makeup tutorials.

Among them, a video by a top Western beauty influencer spontaneously promoting Florasis became a key driver for Florasis to expand its brand influence and enter the Western market. This influencer is the famous Jeffree Star.

Jeffree Star YouTube account follower count

Jeffree Star is the founder of YouTube beauty blogging, and with his sharp style, currently has 15.8 million followers. He was listed in Forbes magazine's "Highest-Earning Internet Celebrities." He is arguably one of the most influential beauty bloggers in the world.

The Florasis video uploaded by Jeffree Star was titled "The Most Beautiful Makeup in the World," successfully piquing everyone's curiosity about which product could earn such high praise from the usually critical Jeffree Star.

As a result, the video went viral upon release, with views currently reaching 3.87 million. This has undoubtedly been a huge boost for Florasis' development in the Western market, bringing massive overseas traffic and promoting sales growth.

Image source: Jeffree Star YouTube video views

It is worth mentioning that as Florasis gained some fame in the Japanese and Western markets, it also set its sights on TikTok, the globally popular phenomenon-level social media platform.

After continuous efforts, as of August 2024, its main TikTok account has reached 1.2 million followers and 6.8 million likes. According to TuKe statistics, the account has 8 viral videos, with the highest single video view count reaching 6.9 million.

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Florasis TikTok account follower count and video views

Florasis is truly popular on TikTok, with its own exclusive hashtag #florasis. Searching #florasis, you will see that the search volume for this tag is quite high, reaching over 100 million on TikTok!

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Image source: florasis TikTok hashtag search volume

To further enhance its influence and expand its recognition, Florasis has established multiple TikTok accounts, with different sub-accounts operating in the US and Japan regions, clearly distinguishing between accounts.

Among them, four sub-accounts have already surpassed 100,000 followers, reaching 540,000, 363,000, 335,200, and 164,000 respectively.

Florasis has created multiple accounts on TikTok

At the same time, Florasis has also collaborated with many TikTok influencers.

For example, to promote the Phoenix Embossed Makeup Palette, they collaborated on a video withTikTok influencer@molchanova.mua. After its release, the video achieved 594,000 views, attracting many overseas makeup enthusiasts to watch and purchase.

Image source: Florasis TikTok account video content

In addition to influencer videos, some overseas users have become "organic promoters," spontaneously posting makeup tutorials or review videos related to Florasis products on TikTok, which has also contributed significantly to increasing Florasis' brand awareness.

Image source: Florasis TikTok product-related videos

In addition, Florasis is also active on YouTube, and their makeup tutorials or review videos perform very well, with the highest view count reaching 310,000.

At the same time, Florasis has also launched on Amazon, allowing consumers to purchase Florasis products on Amazon. This approach reaches overseas users who are accustomed to shopping only on Amazon, further expanding the overseas market.

Image source: YouTube, Amazon

In summary, it is not difficult to see that going global is actually not as hard as everyone imagines for domestic brands. As long as the right methods are used, going overseas can actually be quite easy.

Florasis is a great example. By leveraging TikTok, YouTube, and Amazon, many overseas users have come to know about this outstanding Chinese beauty brand.

Therefore, if you want to market overseas, you can fully learn from Florasis' overseas marketing strategies, using TikTok, YouTube, and Amazon to gradually expand your brand awareness abroad.

Once your brand becomes well-known, it is believed that large sales of your products will soon follow.