THE WHAT? Chinese beauty brand Florasis is redirecting its global growth strategy away from the US, focusing instead on Japan, Southeast Asia, and Europe as political and trade tensions escalate.

THE DETAILS Florasis’ global president Gabby Chen told Bloomberg TV the company has paused further US investment, though the market remains “stable.” The Hangzhou-based brand—known for its traditional Chinese medicine-inspired products and ornate packaging—has seen strong performance on Tmall and Douyin, and now ships to over 100 countries.

Despite working with 1,500 US influencers and amassing over a million TikTok followers, Florasis is prioritizing markets with fewer trade headwinds. The move follows a broader trend as China’s exports to the US fell 27% in September while shipments to other regions increased.

THE WHY? Florasis’ pivot underscores how rising US-China trade friction is pushing Chinese beauty brands to seek growth in less politically volatile markets.

Source: Bloomberg