How Niche Beauty Brands Can Attract Investment from China

A compelling country-of-origin association can also help make a foreign brand attractive to Chinese investors. Geoskincare is a natural skin care brand founded by a dermatologist Penny Vergeest in New Zealand in 2000 and acquired by Chinese businessman Liu Xiaokun (also known as Aaron Liu) in 2014.

When asked to describe his brand in a few words for an interview published on trade show Cosmoprof’s website, Liu says simply: “Natural, new-tech and New Zealand.” Its credentials, in terms of being “natural” are bolstered by coming from New Zealand and continuing to source products there, a country widely associated in Chinese consumers’ minds with a pristine environment.