Chinese beauty brand Florasis, born in Hangzhou in 2017, pays homage to traditional beauty rituals while honouring the philosophy of Chinese aesthetics. By combining cutting-edge technology with in-depth research of nourishing floral essences, its products are designed to unify makeup and skincare.
The combination of those principles, exquisitely crafted packaging and a high-quality end product have proved a winner with Chinese and, increasingly, international consumers. The brand’s direct to consumer approach has seen it gain remarkable traction on platforms such as Tmall, Taobao. JD.com and Douyin, a foundation that is now being complemented by a concerted push into offline stores.
As part of that expansion, the brand is bringing its highly aesthetic take on C-Beauty to travel retail. In September 2023, Florasis partnered with China Duty Free Group to open a pop-up store at Hangzhou Xiaoshan International Airport during the Asian Games.
That alliance was extended recently when Florasis – a semantic combination of ‘Flora’ and ‘Sister’ to evoke a goddess standing among blossoming flowers – became the first Chinese beauty brand to open a standalone store in the new and acclaimed cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza in Haitang Bay.
In May 2023, Gabby YJ Chen, one of China’s most renowned beauty executives, was appointed Global Expansion President, charged with driving the brand’s next wave of development at home and abroad.
In this exclusive interview, Ms Chen talks with The Moodie Davitt Report Chief China Representative Zhang Yimei about those ambitions, emphasising the importance of cultural storytelling and sustainable practices in building a loyal global customer base.
The Moodie Davitt Report: Florasis was born in Hangzhou as recently as 2017 so you have come a long way in a short time. Congratulations. What do you believe are the keys to the brand’s success to date?
The keys to Florasis’ success lie in our commitment to harness the power of traditional Chinese beauty wisdom with modern innovation.
By incorporating traditional Chinese medicine (TCM) and floral essences into our formulation, we’ve created unique, high-quality products that resonate deeply with consumers.
Our success is also rooted in our dedication to developing a brand that strives to push back at the stigma of low-quality products from China, instead focusing on highlighting our rich heritage. The wisdom passed down through centuries is embodied in our formulations, such as peony seed oil, which can help oxygenate and nourish the skin, and pot marigold extract, which helps make skin firmer and more hydrated.
Our approach goes beyond skin deep; we are dedicated to telling a story and sharing the essence of Chinese culture through every product. Our visually stunning packaging and cultural storytelling captivate our customers, while our sustainable practices ensure we remain responsible and forward-thinking.
These factors, combined with our strategic expansion into international markets with a strong digital presence, contribute to our rapid growth and loyal customer base. We have been fortunate to reach our achievements because we are committed to offering more than just beauty products; we are offering a piece of our heritage and a promise of quality.
How would you sum up the DNA of the brand and the way in which Florasis combines traditional beauty rituals with Chinese aesthetics?
Florasis’ DNA is deeply rooted in China’s rich cultural heritage, leveraging traditional elements, heritage and aesthetics to create products that resonate with a diverse range of consumers.
We draw inspiration from age-old beauty rituals and Chinese aesthetics, seamlessly integrating them with modern technology to produce effective and stunningly beautiful products.
At the heart of our formulations are floral and herbal essences, reflecting the wisdom of TCM. This fusion of the ancient and the modern allows us to offer products that not only enhance beauty but also promote overall wellness.
A prime example of this blend is our Flawless Jade Breathable Setting Powder. Designed specifically for Asian skin tones and climates, this product uses Jade Powder to reflect light, visibly brightening and balancing overall skin tone while neutralising oil without drying the skin.
The jade powder serves as a non-irritating talc substitute, embodying our commitment to safety and efficacy.
Our approach is about more than just creating beauty products; it’s about preserving and sharing the cultural identity that has been passed down through generations. By blending the best of both worlds – the beauty knowledge from centuries of TCM practice and the advancements of modern technologies – we deliver the ideal product for beauty seekers worldwide.
This commitment to cultural authenticity and innovation defines Florasis and sets us apart in the global beauty market.
The National Development and Reform Commission is pushing the development of Chinese brands, including in duty free. How strong is the move towards ‘China chic’ and how can Florasis best take advantage of this trend?
The move towards ‘China chic’ is robust and growing stronger, driven by a renewed pride in Chinese culture and heritage.
Florasis is positioned favorably to take advantage of this trend by continuing to highlight our cultural roots and incorporating traditional Chinese elements into our products and branding.
Our focus on authenticity, quality and cultural storytelling resonates with consumers who are looking for products that embody the essence of China chic.
Florasis recently became the first Chinese beauty brand to open an independent store at cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza in Haitang Bay. How important is this breakthrough for the brand?
This breakthrough holds significant importance for Florasis as it marks our first foray into the duty-free sector, showcasing our commitment to expanding our global presence.
It represents a major milestone in our journey, allowing us to reach a broader audience and strengthen our brand’s international visibility. This move also reinforces our position as a leading C-Beauty brand in both the market in China and internationally at-large and sets the stage for future expansion in other key international markets.
How do you view the role and potential of travel retail/duty free in China for Florasis? And how about international duty free?
The travel retail and duty-free sectors in China are pivotal for Florasis as they provide an excellent platform to connect with international travellers and introduce our brand to a global audience.
These channels are crucial for boosting brand awareness and driving sales among a diverse customer base. Internationally, we see duty free as a strategic avenue to further expand our footprint, particularly in regions with high tourist traffic where consumers are keen to explore and purchase unique, culturally rich products like ours.
And your international ambitions globally – where is Florasis today and where do you hope to be in five years?
Today, Florasis has firmly established itself as a prominent player in the C-Beauty market and has made significant strides internationally with successful pop-ups and strategic retail partnerships.
One of our notable upcoming launches is at La Samaritaine Paris Pont-Neuf in September 2024 [with DFS Group], marking our first long-term international presence. We will also be establishing our first flagship store at Ginza Six in January 2025.
In the next five years, we aim to expand further into key global markets, solidifying our position as a international beauty brand. Our vision includes opening more flagship stores in major cities worldwide, enhancing our ecommerce capabilities and building lasting relationships with consumers globally.
Our goal is to not only introduce our unique products but also to share the stories and traditions that inspire them, fostering a deeper connection with beauty enthusiasts around the world. Through continuous innovation, sustainable practices and a focus on consumer engagement.
Additionally, we are committed to localising and dedicating product lines to regional markets, ensuring that our offerings resonate with diverse consumer preferences and needs.
The cdf opening is Florasis’ second long-term offline boutique following the opening of your global flagship store in Hangzhou, Florasis Hidden Villa. What more can you tell us about the brand’s expansion and ambitions?
The opening of our boutique at cdf Sanya International Duty Free Shopping Complex is a testament to our commitment to expanding our offline presence. Following the success of our global flagship store, Florasis Hidden Villa in Hangzhou, we plan to continue this trajectory by opening more long-term boutiques in strategic locations.
Our ambition is to create immersive brand experiences that highlight our unique blend of tradition and innovation, attracting customers who resonates with high-quality, culturally enriched beauty products.
This interview will be read by a global audience of travel retailers. Do you have a final message?
We are incredibly excited about the opportunities that lie ahead in the travel retail sector. Florasis is committed to bringing the beauty and wisdom of Chinese culture to the world, and we believe that travel retail is a key channel for achieving this goal.
We look forward to forging strong partnerships with travel retailers globally, creating unique and engaging experiences for travellers, and continuing to innovate in the beauty industry. Thank you for your support, and we invite you to join us on this exciting journey. ✈
*This feature first appeared in The Moodie Davitt eZine. Click here for access.
