Jinhua, Zhejiang: Cosmetic exports are "in full swing" and heading towards a new era of high-quality development

China News Service, Jinhua, October 3 (Zhou Qi asked Zeying) During the National Day holiday, the atmosphere in the streets and alleys is leisurely, but the cosmetics export production workshops in Jinhua City, Zhejiang Province are full of busy scenes. "Currently, our orders have been scheduled until the end of the year, with monthly production of about 7 million units, and more than 1 million units are expected to be shipped during the National Day." Sheng Yuefei, general manager of Zhejiang Jiahe Biotechnology Co., Ltd., said that the company's production output value in 2026 is expected to exceed 300 million yuan.

As the core area of ​​cosmetics export in Zhejiang Province and the "global cosmetics production base", Jinhua City's cosmetics export scale has long ranked first in the province. Customs department data shows that from January to July 2026, Zhejiang Province’s export value of beauty cosmetics and toiletries exceeded 9.605 billion yuan; in the first half of the year, Jinhua City’s cosmetics export delivery value reached 5.2 billion yuan, accounting for 17% of the country and 62% of Zhejiang Province.

"In the past 40 years, Jinhua's cosmetics exports have upgraded from 'basket sales' and simple processing to in-depth customization, from single product output to 'R&D, intelligent manufacturing, compliance, and supply chain' integrated overseas, and from relying on market exports to high-quality openness in digital workshops, intelligent production, and benchmarking against international standards." According to Hong Zhizhou, president of the Jinhua Cosmetics Industry Association, the city's cosmetics export industry has now entered a new era of high-quality development that connects the world and improves intelligence and quality.

Industrial development is inseparable from the support of government departments. In 2023, Jinhua City registered the "Jinyi Meidu" trademark; in 2024, the National Development and Reform Commission issued the "Overall Plan for Deepening the Comprehensive Reform of International Trade in Yiwu City, Zhejiang Province" and implemented a trial procurement place declaration and inspection for exported cosmetics; in 2025, The Zhejiang Provincial Food and Drug Administration issued the "Implementation Plan on Supporting the Pilot Reform of Yiwu Cosmetic Import and Export Trade Facilitation" and launched 12 measures such as "ready-to-handle" export cosmetics and online processing of export sales certificates to continue to optimize the cross-border trade business environment.

"Regulatory departments are not just managers, but also quality guardians, reform enablers, joint risk defenders, and industrial service personnel." said Yang Wujun, member of the Party Committee and Deputy Director of the Jinhua Market Supervision Administration.

It is understood that Jinhua City’s cosmetics export entities include a large number of small, medium and micro merchants, and their cross-border e-commerce, multi-variety, small batch, and multi-source grouping business is facing the problem of high export costs.

In this regard, Yang Wujun introduced that the city has built a "one-stop" service platform for quality infrastructure and implemented customs clearance convenience measures such as declaration and inspection of purchasing places, online processing of sales certificates, and "one item, one code" digital traceability. At present, Jinhua City’s cosmetics export customs clearance time has been reduced by 57.2%, saving about 5,000 yuan in cost per ticket.

Facing the fiercely competitive global cosmetics market, innovation has become the starting point for the cosmetics export industry to "break through".

"'Customized OEM + off-site R&D + digital intelligent manufacturing + cluster collaboration to expand the market + multi-category diversification of risks' is our innovative export strategy." Sheng Yuefei lamented that strict international market standards have forced companies to upgrade their technology and quality control. His company has set up a dedicated R&D center and digital workshop to independently carry out technical research.

Zhejiang Yilan Youpin Supply Chain Management Co., Ltd., which focuses on the Southeast Asian and Latin American markets, is based on product innovation. "Southeast Asia has high temperatures and humidity all year round, and consumers are most afraid of 'flower makeup.'" Hu Xigao, general manager of the company, said that his company has developed waterproof and sweat-proof eyeliner gel pens that can achieve 12 hours of long-lasting makeup in tropical environments. At the same time, in response to the eyebrow-threading habits of Southeast Asian people, the company also launched eyebrow pencils containing maintenance ingredients such as Polygonum multiflorum and Usma grass, and developed suitable colors.

Industrial chain innovation is related to the entire ecological system. "We carry out industry chain-style targeted recruitment and form a complete closed loop of 'raw materials-equipment-manufacturing-packaging' within the park." Shen Tujiao, general manager of Jinhua Xinju Intelligent Technology Co., Ltd. said that the company has combined with the Xinju Oriental Meixin Technology Industrial Park under development to build an industrial research institute and apply the "going overseas" AI platform to innovate and upgrade cosmetics export links such as testing and certification, compliance filing, brand services, and industrial finance.

Wang Bei, deputy director of the Cosmetics Supervision and Management Division of the Zhejiang Provincial Food and Drug Administration, said that in the next step, the province will continue to improve the cosmetics export compliance guidance mechanism, encourage companies to strengthen independent brand building, improve product research and development, quality management and international compliance capabilities, and accelerate the transformation of "Zhejiang Beauty" from "products going overseas" to "brands going overseas."