01 开场：她比很多人更早相信中国美妆
2026年9月17~19日，中国香料香精化妆品行业年会暨精品博览会（CAME）在南京举行。BEAUTYSTREAMS Group创始人兼首席执行官Lan Vu受邀深度参与本届大会。17日下午，她在“香妆行业品牌国际化研讨会”上带来主旨演讲《中国：崛起中的美妆新力量——如何让中国美妆引领全球潮流》。年会期间，她接受了中国香妆国际事务部专访，就中国美妆出海的机遇、障碍与方法论展开深入对话。
Lan Vu的身份，与行业协会或监管机构都不相同——她是一位深耕全球美业三十余年的趋势研究者。她创立的BEAUTYSTREAMS Group由三大机构组成：BEAUTYSTREAMS提供行业预测信息与消费者洞察，为六大洲从新锐初创到跨国企业的美妆公司提供市场情报；BEAUTYNEXOS打造连接全球美业的生态平台，汇聚品牌、供应商、零售商、技术公司与投资人；Openstreams Foundation则通过包括在联合国总部举办的全球美业峰会等项目，推动全球美业的交流与合作。
作为一位长期观察全球美妆潮流的“瞭望者”，她在CAME演讲中反复强调她将一个判断带到了南京“中国美妆（China-Beauty）的机遇，不是成为另一个日本或韩国，而是开创一条真正属于自己的全球化道路”。
02 演讲回顾：“让中国美妆成为全球潮流”的方法论
在CAME品牌国际化研讨会的演讲中，Lan Vu用“一个判断、六个要素、一套方法论、一个框架”，完整回答了“如何让中国美妆引领全球潮流”。
一个判断：China-Beauty不是“下一个日韩”，而是“下一个自己”。她对比了两代亚洲美妆的全球化路径：J-Beauty将美妆工艺推向极致，让全球消费者开始信赖亚洲美妆；K-Beauty重塑了美妆的创新表达，让全球消费者开始向往亚洲美妆——2026年第一季度，韩妆品牌在美国高端美妆市场销售额同比增长23%、销量同比增长24%（数据来源：Circana），K-pop与韩国影视正是其文化先导。而China-Beauty将定义美妆的个性化未来：将人工智能、生物科技、个性化健康理念与传承千年的中华智慧深度融合，打造更智能、更高效、更具个性化的美妆体验。这不是模仿，而是美业发展的下一阶段。
六个要素：China-Beauty的“身份名片”。她提出定义China-Beauty的六大核心要素：
?AI创新智造：将人工智能、数据、生物科技与消费者洞察深度融合——AI皮肤分析、个性化配方定制、智能美妆设备、快速反馈闭环；
?前沿科技：生物科技、AI驱动研发与临床验证，数百年植物医学智慧与现代科学验证相结合；
?东方养生哲学：美是身体、心理、生活方式与自然的平衡，五千年健康养生传承与中医药智慧；
?规模化精准定制：让个性化美妆从少数人的专属走向大众普及——消费者共创、实时反馈、世界级制造；
?为全球市场而生：许多品牌是本土成功后才出海，中国品牌可以从创立之初就面向国际设计——全球化产品设计、包容性产品与多语言沟通；
?前瞻布局：可持续发展、智能制造与循环经济，构建长期竞争优势。
一场认知战：纠正“旧中国”印象。她直言，中国在海外仍被广泛视为低成本、大众化制造来源——这一认知已跟不上中国的产业转型。但她同时指出，改变正在发生：好莱坞银幕上的亚洲形象，已从过去的“仆人与反派”，走向今天的运动员、医生、设计师与创业者。正面形象的崛起，正是中国美妆建立现代、理想化国际形象的窗口期。
一套方法论：趋势本土化。这是她在研讨会上反复强调、也是最具实操价值的方法：全球成功不能只靠把国内成功的产品复制到海外。品牌必须理解每个市场的消费者、文化、气候、生活方式与竞争格局，并按五步落地——解码市场信息→ 评估与优先 → 适配产品开发 → 适配营销 → 本地渠道与意见领袖。
一个框架：美业无界（Beauty Is Borderless）。她以自己三大机构的能力拼图，给出出海支持框架：Content（深入洞察市场与消费者）、Community（建立并深化合作关系）、Commerce（把握全球市场机遇）——从市场情报到可信关系，再到全球机会，构成一条完整的出海支持链路。
03 一点观察：China-Beauty出海的三个关键动作
Lan Vu的演讲信息密度很高，回到中国企业的实际语境，可以归纳为三个关键动作。
第一，先立“身份”，再谈出海。品牌国际化的第一仗，不是渠道，而是认知。六大核心要素给出的启示是：中国品牌的出海叙事，不必依附于“性价比”或“平替”，而可以建立在AI与数字生态、生物科技、规模化定制与东方养生智慧的独特组合之上。谁能把“China-Beauty是什么”讲得清楚、讲得一致，谁就先拿到了全球消费者的“识别的钥匙”。
第二，文化是出海的“先导部队”。J-Beauty与K-Beauty的路径共同证明：一个国家的文化影响力，能为其美妆品牌创造好奇心与向往。对中国而言，影视、音乐、游戏、时尚的出海正在累积文化资产；美妆品牌要做的，是主动站到文化势能之上，让产品成为文化叙事的载体。
第三，本地化不是翻译，是重塑。在中国的爆品，直接搬到海外往往水土不服。趋势本土化五步法的本质，是把“全球趋势洞察”翻译成“本地市场解法”——从配方、质地、色号、宣称，到渠道、KOL与价格带，都要按当地消费者、文化、气候与竞争环境重新设计。这是一项专业能力，也是出海企业最值得投入的“隐形基建”。
04 会后专访：七个问题
中国香妆国际事务部陈柯如（Jasmine）对Lan Vu进行了专访。以下为对话实录：
Q1｜中国美妆品牌的国际认知度与竞争力
提问：中国美妆品牌在国际市场上的认知度和竞争力如何？与日韩、欧美品牌相比，中国品牌的优势和短板分别是什么？
Question：What is the awareness and competitiveness of Chinese beauty brands in the global marketplace? Compared with Japanese, South?Korean, European and American brands, what are the respective strengths and shortcomings of Chinese brands?
Lan Vu：Chinese beauty brands have become highly competitive in their home market, and they have the capabilities to play a much larger role globally. Their international recognition, however, has not yet caught up with the reality of China's innovation. In many overseas markets, China is still associated with low-cost, mass-market manufacturing. That perception overlooks its advances in AI, biotechnology, digital commerce, product development, and sophisticated manufacturing.
Each beauty market has built a distinct reputation. J-Beauty became known for craftsmanship, precision, and quality. K-Beauty captured global attention through innovation, trends, and its association with Korean popular culture. Established European and American brands benefit from longstanding international recognition and strong consumer trust. Chinese brands' advantage is different: they can bring together AI and consumer data, advanced science, rapid feedback, manufacturing at scale, and a heritage of holistic wellness to make beauty more personalized and accessible.
The main shortcoming today is a gap between capability and perception. Chinese brands need a clearer, more consistent identity that consumers around the world can recognize. My proposed positioning is that China Beauty represents the next evolution of beauty: where artificial intelligence, biotechnology, personalized wellness, and centuries of Chinese knowledge come together to create more intelligent, effective, and individualized experiences. To compete internationally, brands must make that promise credible through product performance and adapt their products and communications to each local market.
中文翻译：中国美妆品牌在本土市场已经具备很强的竞争力，也完全有能力在全球扮演更重要的角色。不过，它们的国际知名度尚未跟上中国创新的现实。在许多海外市场，中国仍被与低成本、大众化制造联系在一起——这种认知忽略了我们在人工智能、生物科技、数字商业、产品开发与先进制造方面的进步。
每个美妆市场都建立了独特的声誉：J-Beauty以工匠精神、精密与品质著称；K-Beauty凭借创新、潮流与韩国流行文化的联结赢得全球关注；成熟的欧美品牌受益于长期的国际知名度与深厚的消费者信任。中国品牌的优势不同——它能够把人工智能与消费者数据、前沿科学、快速反馈、规模化制造，以及整体健康的文化传承结合起 来，让美妆变得更个性化、更可及。
今天最主要的短板，是能力与认知之间的落差。中国品牌需要一个更清晰、更一致、能被全球消费者识别的身份。我提出的定位是：China-Beauty代表着美业的下一阶段演进——人工智能、生物科技、个性化健康与千年中华智慧在这里交汇，创造出更智能、更有效、更具个性化的体验。要在国际市场上竞争，品牌必须通过产品表现让这一承诺可信，并根据每个本地市场调整产品与沟通方式。
Q2｜出海的主要障碍与实操建议
提问：中国品牌出海面临的主要障碍是什么？（如品牌认知、渠道准入、法规合规、文化适配、供应链等）您有哪些具体的实操建议？
Question：What are the main obstacles faced by Chinese brands going global, including brand recognition, channel access, regulatory compliance, cultural adaptation and supply-chain issues? What practical, hands-on recommendations can you offer?
Lan Vu：The most consequential barrier to Chinese beauty's global expansion is the gap between China's capabilities and the world's perception of them. Chinese companies have already demonstrated that they can create sophisticated, compelling products. Yet in many international markets, perceptions of China remain anchored in its history as a low-cost manufacturing center. Individual brands can invest heavily in product quality and marketing, but they cannot, on their own, change the image of an entire country.
That is why I would recommend a national "Created in China" quality campaign. It can present Chinese beauty through the strength of its science, design, craftsmanship, and advanced manufacturing, supported by credible examples that international audiences can see and understand. This should go hand-in-hand with a sustained effort to bring contemporary Chinese culture to the world through film, music, fashion, and entertainment. The international success of J-Beauty and K-Beauty shows that a country's cultural influence can create curiosity and desire for its beauty brands. A coordinated effort at the national level to build recognition and trust would give Chinese brands a stronger foundation in global markets.
That national effort must be matched by discipline at the company level. Brands need to choose priority markets based on genuine opportunity, meet each market's regulatory requirements, and localize products and communications around consumer needs, culture, climate, and competition. They also need to understand how beauty is discovered and purchased locally; a distribution model that succeeds in China cannot simply be replicated elsewhere.
My advice is to address these two levels together: build a modern, credible identity for China Beauty globally, while helping individual companies translate their strengths into local market relevance. That is how strong products become enduring international brands.
中文翻译：中国美妆全球扩张最关键的障碍，是中国的能力与世界对其认知之间的落差。中国企业已经证明自己能够做出精良、有吸引力的产品；但在许多国际市场，对中国的认知仍停留在其作为低成本制造中心的历史上。单个品牌可以在产品品质与营销上大力投入，但仅凭一己之力，无法改变一个国家的整体形象。
因此，我建议发起一场国家层面的“Created in China（中国创造）”品质行动，以科学、设计、工艺与先进制造的力量呈现中国美妆，并辅以国际受众能够看见和理解的可靠案例。这应与持续把当代中国文化通过电影、音乐、时尚与娱乐带给世界的努力并行。J-Beauty与K-Beauty的国际成功表明，一个国家的文化影响力能够为其美妆品牌创造好奇与向往。国家层面协调一致地建立认知与信任，将为中国品牌在全球市场打下更坚实的基础。
国家层面的努力，必须与企业层面的纪律相匹配。品牌需要基于真实机会选择优先市场，满足每个市场的监管要求，并围绕消费者需求、文化、气候与竞争实现产品与沟通的本地化。它们还需要理解当地发现与购买美妆的方式——在中国成功的分销模式，不能简单复制到别处。
我的建议是把两个层面一起推进：在全球为China-Beauty建立一个现代、可信的身份，同时帮助每家企业把自己的优势转化为本地市场的相关性。这才是好产品成长为持久国际品牌的路径。
Q3｜大趋势如何重塑全球美妆产业链
提问：可持续发展、数字化转型、AI技术应用、个性化定制、DTC模式等大趋势正在如何重塑全球美妆产业链？从原料端、研发端、品牌端到渠道端，哪些环节的变化最为深刻？
Question：How are major megatrends such as sustainability, digital transformation, AI adoption, personalisation and the DTC model reshaping the global beauty industrial chain? Which segments along the value chain — from raw materials and R&D to brands and distribution channels — are experiencing the most profound changes?
Lan Vu：The most profound change in beauty is that consumer insight, R&D, manufacturing, and distribution can now operate as a continuous cycle. Biotechnology and evidence based formulation expand what products can achieve; AI skin analysis and real time feedback reveal more specific consumer needs; and digital channels show brands how people discover, use, and respond to products. Sustainability and circular economy principles are also influencing choices about ingredients, packaging, and production.
China is particularly well positioned to shape this next phase of beauty. It has developed powerful digital commerce and social ecosystems that allow companies to see changes in consumer preferences quickly. It is investing in AI and biotechnology, while its advanced manufacturing capabilities can turn new ideas into products at scale. What makes this combination distinctive is the potential to connect the stages: identify a need, develop and test a solution, gather feedback, and improve it. That gives China an opportunity to move personalization beyond a premium service for a few consumers and make it more widely accessible.
The strategic challenge is to turn speed and scale into lasting trust. Chinese companies can lead by pairing rapid innovation with evidence of efficacy, thoughtful use of consumer data, and credible sustainability practices. If they do that consistently, China can help define how the global beauty industry develops and delivers products in the years ahead.
中文翻译：美妆行业最深刻的变化在于，消费者洞察、研发、制造与分销如今可以作为一个连续循环运转。生物科技与循证配方拓展了产品的可能性；AI皮肤分析与实时反馈揭示出更具体的消费者需求；数字渠道让品牌看见人们如何发现、使用并反馈产品。可持续发展与循环经济理念也在影响原料、包装与生产的选择。
中国在塑造美业的下一阶段方面尤其有优势。它拥有强大的数字商业与社交生态，让企业能迅速看到消费者偏好的变化；它在人工智能与生物科技上持续投入，而其先进制造能力能把新想法规模化地变成产品。这一组合的独特之处，在于连接各环节的潜力：识别需求、开发并测试解决方案、收集反馈、持续改进。这给了中国机会，把个性化从少数消费者的高端服务，变成更广泛人群触手可及的体验。
战略挑战在于，把速度与规模转化为持久的信任。中国企业可以通过“快速创新+功效证据+审慎使用消费者数据+可信的可持续实践”来建立领导力。如果持续这样做，中国可以帮助定义未来数年全球美妆产业开发与交付产品的方式。
Q4｜不同区域市场的消费者差异
提问：欧美、亚太、中东等不同区域市场的消费者在产品偏好、购买渠道、价格敏感度、品牌忠诚度等方面有哪些显著差异？
Question：What notable differences exist among consumers across Europe-America, Asia-Pacific, the Middle East and other regional markets in terms of product preferences, purchasing channels, price sensitivity and brand loyalty?
Lan Vu：The first point I would make is that these regions are not single consumer markets. What works in France may not work in the United States, and consumers in Japan, South Korea, and Southeast Asia have different expectations. Even within one country, age, income, climate, and lifestyle can matter as much as geography.
At a broad level, European consumers may place particular weight on product heritage, sensorial quality, and credible claims. In the United States, a clear benefit, an accessible brand story, and visibility across retail and digital channels can be especially important. Asia Pacific shows why regional generalizations are risky. In Japan, consumers often expect careful attention to quality, texture, ease of use, and consistency over time; trust may be built gradually. South Korea has a highly active beauty culture where new ingredients, formats, and routines can gain attention quickly. Southeast Asia includes many distinct markets, but hot and humid conditions in much of the region can make lightweight textures, sun protection, and products suited to local skin tones particularly relevant. In parts of the Middle East, oud and other rich fragrance notes, oil based formats, and more substantial textures can have strong appeal. Climate matters too, but preferences vary by country, season, and occasion.
Purchasing channels, price sensitivity, and brand loyalty also need to be understood locally. Consumers may pay more when they trust a product's performance or identify strongly with a brand, but they may switch if another brand offers a clearer benefit or better experience. The strategic question for a Chinese company is therefore: Which consumers can we serve exceptionally well, what do they value, where do they discover and purchase beauty, and what will earn their trust?
That is the purpose of trend localization: to study each priority market, then adapt products, claims, communications, and channels while preserving a recognizable brand identity.
中文翻译：首先我想指出，这些区域并不是单一消费者市场。在法国有效的做法在美国未必行得通，日本、韩国与东南亚消费者的期望也各不相同。即便在一个国家内，年龄、收入、气候与生活方式的影响可能不亚于地理因素。
从广义上看，欧洲消费者可能尤其看重产品传承、感官品质与可信宣称；在美国，清晰的功效、易接近的品牌故事，以及在零售与数字渠道的可见度可能格外重要；亚太恰恰说明区域概括的风险——在日本，消费者往往期望对品质、质地、易用性与长期一致性的细致关注，信任是逐步建立的；韩国拥有高度活跃的美妆文化，新成分、新剂型与新流程能迅速获得关注；东南亚包含许多不同的市场，但该地区大部分地方炎热潮湿，轻质质地、防晒与适合当地肤色的产品尤其重要；在中东部分地区，沉香及其他浓郁香调、油基底配方与更丰厚的质地有很强吸引力。气候也很重要，但偏好因国家、季节与场合而异。
购买渠道、价格敏感度与品牌忠诚度也需要在本地理解。当消费者信任产品表现或与品牌有强烈认同感时，他们可能愿意支付更高价格；但如果另一个品牌提供更清晰的功效或更好的体验，他们也可能转向。因此，中国公司的战略问题是：我们能把哪些消费者服务得特别好？他们看重什么？他们在哪里发现并购买美妆？什么能赢得他们的信任？
这正是趋势本土化的意义：研究每个优先市场，然后在保持可识别品牌身份的同时，调整产品、宣称、沟通与渠道。
Q5｜中国美妆市场潜力与全球影响力建议
提问：您如何看待中国美妆市场未来的发展潜力？对中国化妆品行业提升全球影响力有何建议？
Question：What is your outlook on the future growth potential of China's beauty market? What suggestions do you have for the Chinese cosmetics industry to enhance its global influence?
Lan Vu：I am confident about the future of China's beauty industry. Chinese brands have already demonstrated their ability to create compelling products and compete in a demanding domestic market. The next opportunity is to turn that strength into a distinctive and trusted global identity.
In my presentation, I proposed six elements that could define China Beauty: intelligent innovation; advanced science and technology; holistic wellness heritage; personalization at scale; products created for global markets; and a future focused approach. Together, they offer something more compelling than speed or manufacturing capacity alone. China can bring AI, biotechnology, consumer insight, and advanced production together with centuries of knowledge about wellbeing to create beauty experiences that are effective, personal, and relevant to the future.
To build global influence, I would recommend action on two levels. At the national level, a sustained "Created in China" quality campaign, supported by the international promotion of contemporary Chinese culture, could help bring global perceptions closer to the reality of Chinese innovation. At the company level, brands need to make that promise tangible: demonstrate performance, define what makes them distinctive, and localize products and communications for each market. The opportunity is for China Beauty to become known globally for ideas and experiences that others want to learn from, as well as products they want to buy.
中文翻译：我对中国美妆产业的未来充满信心。中国品牌已经证明自己有能力创造有吸引力的产品，并在要求严苛的本土市场取胜。下一个机会，是把这种能力转化为独特而可信的全球身份。
在我的演讲中，我提出了定义China-Beauty的六大核心要素：AI创新智造、前沿科技、东方养生哲学、规模化精准定制、为全球市场而生、前瞻布局。它们共同提供的，比速度或制造能力本身更有说服力。中国能够把人工智能、生物科技、消费者洞察与先进生产，同数千年来关于健康与养生的知识结合起来，创造出有效、个性化、与未来相关的美妆体验。
要建立全球影响力，我建议在两个层面行动。国家层面，一场持续的“Created in China”品质行动，辅以当代中国文化的国际推广，有助于让全球认知更接近中国创新的现实；行业和企业层面，品牌需要让这一承诺落地：展示表现力，定义自身独特性，并为每个市场本地化产品与沟通。China-Beauty的机会，是让全世界不仅想买它的产品，更想学习它的理念与体验。
Q6｜首次参加CAME的直观感受
提问：这是您首次参加CAME，作为全球美妆趋势研究的权威机构负责人，您对本届大会传递出的中国美妆行业创新活力和趋势信号有什么直观感受？您觉得本届大会最大的亮点是什么？
Question：This is your first time attending CAME. As head of a leading global beauty-trend research organisation, what is your direct impression of the innovative dynamism and trend signals from China's beauty industry presented at this conference? What do you regard as the biggest highlight of this year's event?
Lan Vu：Attending CAME for the first time, I was struck by the energy and breadth of China's beauty industry. The conference brought together expertise across ingredients, research, manufacturing, and brands, showing what is possible when these strengths work together.
China's openness to the world was very impressive. It was encouraging to see CAME's existing collaborations with national beauty associations in Europe and the United States. For me, that commitment to international dialogue and exchange was the conference's biggest highlight. I was honored to be part of it.
中文翻译：首次参加CAME，中国美妆产业的活力与广度给我留下深刻印象。会议汇聚了原料、研发、制造与品牌领域的专业力量，展现出这些优势协同作用时的可能性。
中国的开放令我印象深刻。看到CAME平台上，与欧美国家化妆品协会的既有合作，令人振奋。对我来说，这份对国际对话与交流的执着投入，正是本届大会最大的亮点。我很荣幸能参与其中。
Q7｜CAFFCI与BEAUTYSTREAMS的下一步合作
提问：BEAUTYSTREAMS长期跟踪全球美妆趋势，CAFFCI服务中国整个化妆品产业链。您认为双方在趋势研究共享、中国品牌出海智力支持、国际趋势培训等方面，下一步可以开展哪些务实合作？
Question：BEAUTYSTREAMS has long tracked global beauty trends, while CAFFCI serves China's full cosmetics industrial chain. What practical cooperation could both sides pursue next in areas including shared trend research, intellectual support for Chinese brands' global expansion, and training on international market trends?
Lan Vu：I see an opportunity for CAFFCI and BEAUTYSTREAMS to build a systematic framework for Chinese beauty's international expansion. It would begin at the industry level: CAFFCI could identify companies ready to enter global markets, while we work together on a "Created in China" campaign to strengthen international recognition of Chinese beauty's quality, innovation, and creativity.
The next stage would focus on each company's market readiness. Drawing on BEAUTYSTREAMS' extensive trend localization expertise and our experience working with leading beauty companies across six continents, we could help participants select priority markets, understand local consumers, and adapt their products and positioning. BEAUTYNEXOS could then help those companies build visibility and connect with relevant international industry partners.
The framework would connect national image, market strategy, and industry relationships—giving Chinese companies coordinated support as they move from domestic success to a lasting international presence.
中文翻译：我看到CAFFCI与BEAUTYSTREAMS可以为中国美妆国际化构建一个系统性框架。从行业层面开始：CAFFCI可以识别准备好进入全球市场的企业，而我们共同推进“Created in China”行动，以加强国际社会对中国美妆品质、创新与创造力的认知。
下一阶段聚焦企业的市场准备度。借助BEAUTYSTREAMS丰富的趋势本土化经验，以及我们与六大洲领先美妆企业合作的经验，可以帮助参与者选择优先市场、理解本地消费者，并调整产品与定位。随后，BEAUTYNEXOS可以帮助这些企业建立可见度，并与相关国际行业伙伴建立联系。
这一框架将国家形象、市场战略与行业关系连接起来，为中国企业从本土成功走向持久国际地位提供协同支持。
05 结语：中国美妆的全球叙事，从南京出发
回看这场研讨会设计的出海方法论闭环，Lan Vu正是第一环“看懂趋势”的开讲者；而在CAME Conference上，她又把趋势观察升级为一整套可执行的全球化框架。两场分享互为补充：一场回答“为什么中国美妆能成为全球潮流”，一场回答“具体该怎么走”。
正如她在专访中所说，China-Beauty的机会，是让全世界不仅想买它的产品，更想学习它的理念与体验。从建立国家层面的品质叙事，到企业层面的趋势本土化，再到连接国际行业资源——这条出海之路，需要行业平台把趋势、方法、渠道与伙伴带到一起。中国香妆协会将继续以CAME为平台，为中国美妆走向全球铺路搭桥。明年，期待更多这样的对话。
（国际事务部供稿）