Local brands are nipping at the heels of global names in China, the world's second-biggest beauty market by sales, as more young Chinese girls stock their vanity cases with Chinese ones.
The "savvy use of social media and concentration on less affluent cities overlooked by foreign companies" have helped them gain ground, read a recent report by the Financial Times.
Local brands are also faster to respond to customer preferences change, marketing experts and customers said.
Produced by Xinhua Global Service■
