Oriental Beauty Valley reshapes global cosmetics narrative

Shanghai's Fengxian district is transforming its Oriental Beauty Valley into a cosmetics powerhouse. Known as China's cosmetics capital, the valley reported over 16.4 billion yuan ($2.4 billion) in industrial output, doubled exports and achieved a brand value of 33.8 billion yuan. 

Three local giants each surpassed 5 billion yuan in revenue for the first time in 2025. Chicmax approached 10 billion yuan, while CHANDO Group and JOY GROUP crossed the 5 billion yuan mark, signaling a maturing domestic industry.

Oriental Beauty Valley in Shanghai's Fengxian district. [Photo/WeChat ID: fengxian310226] 

The valley broke foreign raw material monopolies. CHANDO developed Himalayan blue gentian and yeast fermentation. Chicmax invested over 225 million yuan in R&D annually, challenging the perception that Chinese brands focus more on marketing than research.

The AI-powered unmanned workshop. [Photo/WeChat ID: fengxian310226]

A maglev flexible manufacturing system enables switching from eyeliner to cushions. Artificial intelligence-powered unmanned workshops represent the future of smart production. Customs cut clearance time from days to minutes and reduced single-batch costs by 50 percent.

CHANDO Group. [Photo/WeChat ID: fengxian310226]

Machines package Kans products at the factory. [Photo/WeChat ID: fengxian310226]

China's first cosmetics IP rapid protection center in Fengxian slashed the time for design patent approval from nine months to three working days, reflecting the fast-moving nature of fashion trends.

From raw material R&D to intelligent manufacturing and global expansion, a resilient full-industry chain is taking shape. Oriental Beauty Valley is helping Shanghai become a world-class beauty destination where global brands seek high-quality production.