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Companies & industry

China’s makeup supplier Beukay Cosmetics sets its sights on international markets

The Chinese subcontractor specializing in make-up celebrated on June 22 in Paris the opening of its sales office in France, the latest stance in its internationalization strategy.

Shanghai-headquartered manufacturer of colour cosmetics. Beukay has inaugurated its new sales and innovation lab office in Paris. The ceremony took place at the Bristol hotel in the presence of the company’s main customers and of the founder Gary Cui and CEO Masa Cui. With a strong expertise in eye products for global multi brands, Beukay intends to increase its customers base in Europe.

Beukay will soon gather its operations in a new facility in Shanghai

Beukay will soon gather its operations in a new facility in Shanghai

I envision Beukay could one day become a globalised great Chinese enterprise,” concluded Gary Cui at the end of the event.

Founded in 1997 as a cosmetic distribution company, Beaukay started producing their own cosmetic products and private labels in 2001. The company opened a brand-new production site in 2005 in Shanghai. The company started its first international expansion in 2012 with the investment of Korea’s blisters manufacturer Blisspack. In 2014, Beukay opened an R&D centre in Tokyo, Japan and another in Toulouse, France. In 2018, the company opened a make-up factory in Korea to meet the needs of international prestige brands.

Today, Beukay has four R&D centres around the world (Shanghai, Toulouse, Tokyo, Seoul) and three makeup production sites (two in Shanghai and one in Seoul), and six sales offices (Hong Kong, Shanghai, Seoul, Tokyo, Los Angeles and Paris).

The company supplies numerous brands which are from global famous Asian and international groups. However, Beukay wants to grow its global customers base, in particular in Europe and in the USA.

We are committed to continuously tracking current popular trends, existing breakthrough technologies, explore future market and become the market leader in the next 3-5 years. Our approach of innovation is not just to follow, but to use our capabilities and combine them with market and consumer needs. When it comes to the future, we first think of science and technology. Nowadays, women need to fast and simple beauty routines, and persistent textures. We simplify the user’s makeup steps, create new experiences combine with new technologies. As far as innovation is concerned, we’re increasingly using more technologies from other sectors but focusing on relatively mature solutions to give our consumers different pleasant and memorable experiences,” explained Sunny Yang, VP Business Development.

This ability to innovate and provide turnkey solutions is a key advantage for the Chinese company, which intends to rely mainly on its factory in Korea to appeal to European brands, even if an acquisition is not excluded.

Vincent Gallon

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