Page 43 - EM Export Magazine Perfumery edition

In Nepal, there exists a myriad of online and physical stores launch, and manufacture a product line, and they’re selling on
carrying international cosmetics brands. Chinese e-commerce platforms like Taobao at drugstore prices.
However, speed doesn’t always mean quality is compromised. In
fact, customers report becoming repeat buyers not only for the
formulas, but also for the packaging, design, colors and other
creative ideas. Customers also report preferring these “Fast”
brands to Korean makeup and American beauty products.
Chinese media outlet Xueqiu reported that a single brand put
out over 100 unique makeup products in 2020 alone, releasing a
staggering variety of eyeshadow palettes, highlighters, blushes,
lipsticks, lip glosses, and compact foundations every launch.
And that this is very likely to double in 2021, according to some.
“Tiancheng and I both arrived at an understanding that as long
as we keep on refreshing and updating our products, this would
be a successful formula,” yang told Xueqiu. “you can say that
it’s a painful process because we have to keep up with a high
production output while never once repeating a ‘concept.’”
According to the company’s Taobao and T-Mall pages, Flower
Knows has a customer base of around 1.5 million people.
“We can always rely on these brands to come up with something
new every two months, to the point where I find myself wishing
they would slow down so I can afford to buy everything,” said
customer Lin Zixin, 25, who lives in Shanghai.
thE FaSt BEaUtY trEnD According to Deloitte APAC, consumers in lower-tier cities are
in China anD in inDia becoming more aware of makeup products, an in turn becoming
Chinese makeup companies are forging ahead, producing an expanding consumer base. As penetration increases, this
quality products much faster than their Western counterparts. population will benefit from the presence of these local “fast”
Some Chinese brands take just three to six months to create brands, which offer cheap, entry-level products.
and launch wide-ranging product lines of 20-30 products. They A significant share of cosmetics sold in Nepal are manufactured
sell these new products to a wide e-commerce consumer base, in India. Shikhee Agarwal, associate vice president of Kiehl’s
at a fraction of the prices one might pay via a retail shop such India, also confirms that Fast Beauty is also on the rise in India.
as Sephora. “The last few years have seen social media being flooded with
Flower Knows, Perfect Diary, Judy Doll, and Florasis are Chinese video as well as image content, ranging from shelfies to hauls
color cosmetics brands that made several billion dollars in and detailed skincare regimes This trend has contributed to
revenue in 2020, bucking a COVID-era trend, whereby sales of an ever-increasing demand for beauty products.” She goes on
color cosmetics, for most brands, fell during the pandemic. The to stress that as in China, in India too, social media influencers
secret to their success is simple: new is always better. For Flower shift consumer loyalties at times too quickly.
Knows CEO yang Zifeng, 28, fast beauty is the name of the game These Indian fast brands, available in Nepal, may constitute a
— and the only way to survive in China, as a beauty brand. nice alternative to Chinese fast brands and may appeal to the
These brands take, at times, just three months to conceptualize, Chinese shopper.

Whether its cheaper fast beauty brands or more classic evergreen premium & luxury brands, nepal
has something shoppers in the region want. Brands looking to expand here must be wary of shifting
trends impacting consumer behavior and preferences, as well as the constantly changing trade policies

and counter-daigou measures in the region. Keeping abreast of trends and aspects affecting brand
penetration and distribution in nepal means knowing the landscape both in and around the country!

For more information on how IL Brand Consultancy can help you expand your brand,
please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk