At the helm of one of the world’s most significant beauty trade shows, Lin Lin, Co-CEO and Head of International Business at China International Beauty Expo, is reshaping the traditional trade show experience. Speaking with Nicci Herrera  and Michelle Ruzzene during the 2025 edition of the expo in Shanghai, Lin Lin offered a powerful and personal look into the philosophy driving CIBE’s success—and why Australian brands are becoming an increasingly important part of its global story.

“We want the trade show to be something people come to in order to build deeper relationships—not just transactional ones,” Lin Lin said.

CIBE, which now hosts 12 shows annually across China and Southeast Asia, has been running for over 36 years and is regarded as the largest beauty trade platform in Asia. Despite its scale—drawing more than 100,000 visitors daily—the event is deeply rooted in values of intimacy, education, and cultural exchange.

This year’s Shanghai edition unveiled a revitalised international pavilion, visually striking in black and gold, which Lin Lin described as “a celebration of inclusivity and interdependence with the global market.” With the slogan “Go Global”, she redefined international expansion not as exporting goods, but as cultivating genuine, long-term community and brand-building within local markets.

“Going global is not just selling your goods overseas,” she said. “It’s about sincerely wanting to understand the market, build your brand, and build your community with the local market.”

For Lin Lin, this mission is personal. Raised in the trade show world by her mother, she learned the importance of presence and connection early on.

“Especially for first-time exhibitors, it’s important to be on the floor. They need to feel that my team and I are present with them,” she said. “Sometimes people ask, ‘Why do you, the owner, kneel down to speak to people?’ And I say, why wouldn’t I? I’m happy to be there. It’s about respect and connection.”

The 2025 show marked a milestone: the first time a curated cohort of Australian brands exhibited in the International Pavilion. Lin Lin praised the group’s thoughtful preparation, storytelling, and cultural engagement.

“You’re not just representing your product. You’re representing your culture. Your business becomes a kind of diplomacy,” she said. “And that’s where you can quickly grasp attention and build your audience.”

One standout moment involved the presence of Indigenous elders performing at the Australian stand, which sparked curiosity and meaningful conversations with Chinese visitors.

“Once people start asking questions, they’re no longer passive. They’re engaged. And that is the beginning of building community,” she explained.

Beyond the show floor, CIBE also offers tailored experiences—from influencer meetups to curated retail tours—to help brands understand the nuances of the Chinese market. Lin Lin stressed that brands entering China must be prepared and proactive.

“If anyone in China tells you they’ll do everything for you and you don’t have to do anything—that’s not the right partner,” she warned. “Find your allies. Find facilitators. Prepare yourself to be a presenter.”

With hundreds of staff supporting each event, Lin Lin’s hands-on leadership style is legendary. She personally signs off on every carpet, visits exhibitor stands, and remains deeply involved in operations.

“Living beautifully isn’t just about how you look. It’s about how you feel—and that includes seeing the world, connecting with people, and sharing knowledge,” she said.

As she looks ahead to the 2026 expo, Lin Lin encouraged more Australian brands to take part and build lasting ties with this vibrant and diverse market.

“This market deserves your attention. Come prepared, come curious, and consider it the beginning of a long-term relationship,” she said.

Read the WINTER ’25 issue of Retail Beauty below: