As Chinese trendy brands consumption continues to increase, the country's domestic cosmetics brands are riding the wave to secure a foothold in the burgeoning market of both home and abroad.

Many consumers are becoming increasingly attracted by domestic beauty products featuring "China chic" elements.

"I think the packaging of China-chic cosmetics is typical of new Chinese style, as if declaring that our products that sell hot in the market are good and represent a strong sense of cultural confidence," said Ruan Suyun, a consumer in Guangzhou.

"These products show diversified styles. Some are in cute packages, others look a bit festive," said Liu Danni, another Guangzhou consumer.

And these cosmetic products featuring China chic have also intrigue foreign consumers.

"The export of China's domestic products have registered a double-digit growth since the Spring Festival, with export of China chic beauty products even doubled," said Wang Haipeng, a sales manager of an online cosmetic store.

Data released by the country's General Administration of Customs (GAC) showed that China's export of cosmetics in 2023 grew 39.3 percent year on year to reach 26.37 billion yuan (about 3.67 billion U.S. dollars).

The exports to South Korea increased 265 percent to hit 1.08 billion yuan (some 150.3 million U.S. dollars) and the exports to Vietnam went up 256 percent to reach 130 million yuan (18.09 million U.S. dollars).

"We are to bring Chinese colors of low saturation, elegance and purity to consumers in Southeast Asia. And it turns out that they are really fond of this. We sell well in countries like Vietnam, Malaysia and Indonesia, particularly in Vietnam, where we expect a growth of about 100 percent this year," said Li Qinya, founder of a Guangzhou-based cosmetics brand.