Retail Beauty champions Australian innovation at China International Beauty Expo

The China International Beauty Expo (CIBE) in Shanghai wrapped up another game-changing edition from June 24–26, with Retail Beauty proudly leading a curated group of innovative Australian brands into the heart of the world’s most dynamic beauty economy. The showcase, featuring Native Secrets, Mud Organics and Group 48’s Polished London made waves on the show floor and marked a new era of cross-border collaboration.

Representing Australia’s innovation and diversity, Fiona Mendonca, General Manager of Group 48, attended with her colleague Lin; Imogen van Haagen, Co-Founder of Mud Organics, joined fellow Co-Founder Courtney Thornton; and Native Secrets was proudly represented by Indigenous husband-and-wife team Cherie and Phil Thompson, accompanied by Elders Uncle Pete (Peter Peckham) and Lewis Burns.

Retail Beauty was also on the ground, distributing the hot-off-the-press Winter Issue — showcasing dozens of standout Australian brands to buyers, retailers, distributors, and media from across the globe.

Nicci Herrera handing out Retail Beauty.

More than just a trade fair, CIBE Shanghai stood out for its immersive brand storytelling, targeted B2B matchmaking, and influencer livestreaming sessions. The event wasn’t simply about selling — it was about building bridges, sharing knowledge, and dispelling long-held myths about the Chinese market.

A particular highlight was Native Secrets, who captivated the crowd with a cultural performance that attracted thousands of visitors. The presence of the two Indigenous Elders, who wore traditional body paint and performed the didgeridoo at the expo stand, created a powerful and emotional atmosphere that drew steady crowds and sparked meaningful conversation. Throughout the event, the Elders warmly welcomed guests and shared cultural knowledge at the Native Secrets stand — making it one of the most visited and talked-about experiences at the show.

Retail Beauty Publisher Nicci Herrera also hosted a thought-provoking panel titled “From Region to the World: The Next Generation of Clean Beauty”. The discussion brought together a powerhouse lineup including Ayman Al-Refai, General Manager at La Cure – Jordan Co. for Dead Sea Products; Masahiro Hashimoto, CEO of Nature Japan; Imogen van Haagen, Co-Founder and Director of Mud Organics; and influential Chinese beauty KOL, Gela. Together, they explored the global evolution of clean beauty, challenges in market adaptation, and the opportunities presented by regional innovation.

“I want to showcase that the China market is very, very different than before,” said Lin Lin, CEO and Head of International Business at CIBE. “It is even more important to meet people face to face… to talk to people and build relationships — not just rely on what the internet or news tells you.”

For Lin Lin, who grew up in the industry, this mission is personal. “My mother was a medical doctor. She started the first trade platform for beauty and wellness in 1989, and I literally grew up beside her in this business,” she shared. “This is the 10th year since I joined the business formally — and I want to give the Australian and New Zealand market a more holistic view of what China is now.”

One major theme of the 2025 expo was redefining the traditional B2B model. “Today, we don’t just need a trading platform. We need to trade knowledge, train skillsets, and build long-term relationships. That’s why we position CIBE as not just B2B but B2BE — business to business entrepreneurs.”

Lin Lin chats to Nicci Herrera and Michelle Ruzzene.

WATCH: Nicci and Michelle’s interview with Lin Lin below.

Addressing the common concern among international brands about imitation in the Chinese market, Lin Lin was candid: “Beauty products are ultimately replaceable. The question isn’t ‘will someone copy me?’ — it’s ‘how do I improve and become a better version of myself?'”

She also urged brands to move beyond outdated distributor mindsets. “You can’t just find an influencer or distributor and expect things to happen. You need to come here, listen, converse, and be open to being educated — not just educating others.”

Her background as an anthropologist and experiential designer shapes CIBE’s evolution. “My interest in human behaviour came from growing up as a child adapting to many environments. Anthropology became a lifetime learning — a way of parenting myself through the world,” she explained.

CIBE’s next-gen approach was visible in everything from bilingual wellness conferences to curated content around gut health, longevity science, and sexual wellness. “We’re no longer just talking about hair, skin, and nails. Health and wellness now includes menopause, mental health, and even gut enzyme therapy,” she said. “Even men need to be informed about menopause — that’s how we prevent misunderstanding not only between countries, but also between genders.”

With more than 80,000 visitors in Shanghai and over 1.5 million across all CIBE shows annually, scaling without losing intimacy is key. “We focus on regional curation — designing each show around the needs of that specific market. It’s not about putting everything in front of you, but presenting content that allows people to stop, learn, and connect.”

Ultimately, Lin Lin sees beauty as soft power — a diplomatic bridge in a divided world. “This isn’t just about products. It’s about using wellness as a way to connect like-minded people and overcome global misunderstandings.”

Retail Beauty was honoured with the ‘International Beauty Platform Pioneer’ award at the prestigious CIBE Awards Ceremony, while each participating Australian brand received a ‘Global Beauty Excellence’ award — a fitting tribute to their innovation, purpose, and growing influence on the world stage.

As the Australian brands return home from Shanghai, they take with them not only leads and contacts — but a refreshed understanding of what it truly means to do business in modern China.

More images from the expo below: