How C-Beauty brand Florasis is blossoming beyond borders

Chinese beauty brand Florasis, born in Hangzhou in 2017, pays homage to traditional beauty rituals while honouring the philosophy of Chinese aesthetics. By combining cutting-edge technology with in-depth research of nourishing floral essences, its products are designed to unify makeup and skincare.

The combination of those principles, exquisitely crafted packaging and a high-quality end product have proved a winner with Chinese and, increasingly, international consumers. The brand’s direct to consumer approach has seen it gain remarkable traction on platforms such as Tmall, Taobao. JD.com and Douyin, a foundation that is now being complemented by a concerted push into offline stores.

As part of that expansion, the brand is bringing its highly aesthetic take on C-Beauty to travel retail. In September 2023, Florasis partnered with China Duty Free Group to open a pop-up store at Hangzhou Xiaoshan International Airport during the Asian Games.

That alliance was extended recently when Florasis – a semantic combination of ‘Flora’ and ‘Sister’ to evoke a goddess standing among blossoming flowers – became the first Chinese beauty brand to open a standalone store in the new and acclaimed cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza in Haitang Bay.

In May 2023, Gabby YJ Chen, one of China’s most renowned beauty executives, was appointed Global Expansion President, charged with driving the brand’s next wave of development at home and abroad.

In this exclusive interview, Ms Chen talks with The Moodie Davitt Report Chief China Representative Zhang Yimei about those ambitions, emphasising the importance of cultural storytelling and sustainable practices in building a loyal global customer base.

The Moodie Davitt Report: Florasis was born in Hangzhou as recently as 2017 so you have come a long way in a short time. Congratulations. What do you believe are the keys to the brand’s success to date?

The keys to Florasis’ success lie in our commitment to harness the power of traditional Chinese beauty wisdom with modern innovation.

By incorporating traditional Chinese medicine (TCM) and floral essences into our formulation, we've created unique, high-quality products that resonate deeply with consumers.

Our success is also rooted in our dedication to developing a brand that strives to push back at the stigma of low-quality products from China, instead focusing on highlighting our rich heritage. The wisdom passed down through centuries is embodied in our formulations, such as peony seed oil, which can help oxygenate and nourish the skin, and pot marigold extract, which helps make skin firmer and more hydrated.

Our approach goes beyond skin deep; we are dedicated to telling a story and sharing the essence of Chinese culture through every product. Our visually stunning packaging and cultural storytelling captivate our customers, while our sustainable practices ensure we remain responsible and forward-thinking.

These factors, combined with our strategic expansion into international markets with a strong digital presence, contribute to our rapid growth and loyal customer base. We have been fortunate to reach our achievements because we are committed to offering more than just beauty products; we are offering a piece of our heritage and a promise of quality.

How would you sum up the DNA of the brand and the way in which Florasis combines traditional beauty rituals with Chinese aesthetics?

Florasis’ DNA is deeply rooted in China’s rich cultural heritage, leveraging traditional elements, heritage and aesthetics to create products that resonate with a diverse range of consumers.

We draw inspiration from age-old beauty rituals and Chinese aesthetics, seamlessly integrating them with modern technology to produce effective and stunningly beautiful products.

At the heart of our formulations are floral and herbal essences, reflecting the wisdom of traditional Chinese medicine. This fusion of the ancient and the modern allows us to offer products that not only enhance beauty but also promote overall wellness.

A prime example of this blend is our Flawless Jade Breathable Setting Powder. Designed specifically for Asian skin tones and climates, this product uses Jade Powder to reflect light, visibly brightening and balancing overall skin tone while neutralising oil without drying the skin.

The jade powder serves as a non-irritating talc substitute, embodying our commitment to safety and efficacy.

Our approach is about more than just creating beauty products; it’s about preserving and sharing the cultural identity that has been passed down through generations. By blending the best of both worlds – the beauty knowledge from centuries of TCM practice and the advancements of modern technologies – we deliver the ideal product for beauty seekers worldwide.

This commitment to cultural authenticity and innovation defines Florasis and sets us apart in the global beauty market.