The countdown is on for one of the biggest international growth opportunities in beauty — and Retail Beauty will be there, supporting a group of standout Australian brands.

This June, we’re heading to the China International Beauty Expo (CIBE) in Shanghai, bringing a trio of high-performing Australian brands to Asia’s largest and most influential beauty trade show.

Taking place over three days from Tuesday, 24 June to Thursday, 26 June 2025, CIBE Shanghai will be held at the National Convention and Exhibition Center, a world-class venue known for hosting some of the region’s most significant B2B events. Organised by Guangzhou Jiamei Exhibition Co the fair attracts over 500,000 buyers, distributors and industry professionals from China, the Asia-Pacific region and around the globe.

“This is where opportunity meets scale,” says Retail Beauty Publisher Nicci Herrera, who will be on the ground supporting the delegation. “We’re thrilled to showcase Australian excellence and connect local innovation with global demand.”

The Brands Heading to Shanghai with Retail Beauty

  • Polished London – Distributed in Australia by Group 48, Polished London is the world’s first Hyaluronic Teeth Whitening Powder. The brand merges oral care with cosmetic innovation for a modern take on smile beauty.

  • Native Secrets – An Indigenous-owned and operated skincare brand using native Australian botanicals to share ancient knowledge and support community. Their commitment to authenticity and sustainability sets them apart.
  • Mud Organics – A 100% natural skincare line harnessing the power of wild-harvested sea buckthorn. The brand focuses on nutrient-rich, Australian-made skincare that’s as effective as it is clean.

Retail Beauty’s presence at CIBE includes a packed program designed to maximise visibility and commercial outcomes for participating brands:

  • KOL Livestreaming: Each brand will take part in daily livestreaming sessions with Chinese beauty influencers, reaching millions of consumers in real time.
  • One-on-One B2B Matchmaking: Direct meetings with buyers, salon chains, major retailers, and cross-border e-commerce platforms, organised through CIBE’s curated matchmaking system.
  • VIP Retail Tour: A behind-the-scenes look at Shanghai’s leading beauty retailers, concept stores and salon environments — offering valuable market insight and trend intelligence.
  • Luxury Gala Dinner: An exclusive networking evening with China’s top beauty executives, buyers, distributors, and media.

“CIBE is more than a trade show — it’s a gateway into the Chinese beauty ecosystem,” says Herrera. “This market is incredibly fast-moving, digitally savvy and brand-driven. Our Australian brands have the innovation, performance and story to succeed here — and we’re excited to help make that happen.”

One of the key highlights for participating brands will be the opportunity to meet Lin Lin, CEO & Head of International Business of CIBE. A powerful force in China’s beauty industry, Lin Lin also serves as Head of International Relations for the All-China Federation of Industry & Commerce (CFIC) Beauty Culture & Cosmetic Chamber, overseeing global partnerships and market access initiatives.

“CIBE is proud to welcome Australian brands with Retail Beauty to Shanghai,” said Lin Lin. “Chinese consumers are looking for effective, thoughtful products with strong stories behind them. Australian brands bring that combination of quality and authenticity, and we’re excited to help them grow in this market.”

China’s beauty and personal care market is projected to reach USD $80 billion by 2027, with skincare, oral care, and wellness emerging as high-growth categories. Consumer demand is driven by efficacy, clean formulations, and founder-led storytelling — areas where Australian brands excel. Events like CIBE offer a strategic point of entry for brands seeking not just exposure, but lasting commercial partnerships.

Read the AUTUMN ’25 issue of Retail Beauty below:

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