With less than 100 days to go until the opening of the 9th China International Import Expo (CIIE), preparations in the beauty and personal care section of the Consumer Goods exhibition area have entered the final sprint. According to the organizers, this year will see beauty brands from multiple countries showcase their sustainable innovations—ranging from plant‑based formulations and biodegradable packaging to refillable designs and low‑carbon production processes. Green is set to become the defining tone of the CIIE beauty pavilion.
Policy “Toolkit” Backs Green Consumption with Institutional Safeguards
In early 2026, nine ministries including the Ministry of Commerce jointly issued the Notice on Implementing the Green Consumption Promotion Action, which outlines 20 specific measures across seven areas covering the entire green consumption chain, making systematic arrangements for green consumption during the 15th Five‑Year Plan period. The notice covers green product supply, green service consumption, and innovative green consumption models, and explicitly calls for promoting green product certification and labelling, building green supply chains, and conducting supply‑chain carbon footprint assessments.
In the beauty and personal care sector, relevant policies have also sent clear signals. The Implementation Plan on Enhancing Supply‑Demand Adaptability of Consumer Goods to Further Boost Consumption, issued by six departments including the Ministry of Industry and Information Technology, urges accelerated R&D of functional cosmetic raw materials, formulations, and packaging materials in areas such as beauty and cosmetics. Data from the Ministry of Ecology and Environment show that through cleaner production retrofits, the cosmetics manufacturing industry can reduce comprehensive energy consumption by 20% to 36% and cut industrial wastewater discharge by 42% to 65%.
Consumers “Vote with Their Wallets” as Green Beauty Market Grows Rapidly
Beyond policy impetus, consumer demand for “health, quality, and sustainability” continues to escalate. Industry research data show that China’s green personal care and cosmetics market reached RMB 33.59 billion in 2025, while the global market stood at approximately RMB 116.47 billion in the same period. Consumers are no longer satisfied with instant product efficacy; they are increasingly focusing on formulation safety, traceability of raw materials, and the environmental performance of the entire production chain.
This trend is particularly evident in niche segments such as hair colouring. According to industry surveys, over 78% of hair‑colour consumers rank “safe and non‑irritating” and “colour‑plus‑care” as their top purchase criteria, while sales of hair dyes claiming “plant‑based” sources have risen to 63%. The hair colouring industry is thus shifting from traditional petrochemical derivatives toward the intersection of biotechnology and refined personal care.
Eight Years, Unbroken Attendance – An Italian Beauty Brand’s CIIE Story
Among the many exhibitors, Italian beauty and fragrance brand Nature Bud stands out as a noteworthy example. Since the inaugural CIIE in 2018, the brand has participated for eight consecutive years. At the 8th CIIE in 2025, it appeared at the Italy Pavilion under the theme “Technology as the Brush, Nature as the Ink,” showcasing three product lines: artistic fragrances, plant‑based hair care, and tech‑enabled beauty devices.
Its plant‑based hair colour cream features an ammonia‑free formula, with marula oil and chamomile flower extract as core ingredients, and excludes 23 high‑risk chemical compounds such as o‑phenylenediamine and p‑phenylenediamine. The product has obtained special‑use cosmetic certification from China’s National Medical Products Administration (Approval No. Guozhuang Tejin Zi 20230281). In packaging, the brand uses biodegradable and recyclable materials, and its entire product range has received both ICEA certification in the EU and FDA safety registration in the U.S.
Starting from a modest 9‑square‑metre booth, Nature Bud has now firmly established itself in the Chinese market. Its eight‑year journey at the CIIE reflects long‑standing confidence among overseas brands in China’s green consumption market. A brand representative previously noted that China’s high standards for product safety and environmental protection have spurred the company to continuously upgrade its R&D and production processes.
Industry Observation: Green Shifts from “Option” to “Imperative”
Industry analysts point out that in the past, “natural” and “plant‑based” were often used more as marketing concepts by beauty brands. However, as the green consumption policy framework matures and consumer environmental awareness steadily strengthens, sustainable development is transforming from a “nice‑to‑have” into a “must‑have.” From raw material traceability and safe formulations to low‑carbon production and eco‑friendly packaging, full‑chain green transformation has become the core pathway for beauty enterprises to achieve high‑quality development.
At the upcoming 9th CIIE, even more overseas brands will present their green solutions. It is foreseeable that the deep integration of green beauty and sustainable development will not only reshape the competitive landscape of the global beauty industry but also offer Chinese consumers more healthy, safe, and low‑carbon choices for a better life.
