Australian Beauty Brands Reveal Cultural Diplomacy at Chinese Expo
Shanghai, donderdag, 3 juli 2025.
Lin Lin, CEO of the China International Beauty Expo (CIBE), is transforming traditional trade fairs by introducing a deeper philosophy: international brands are now viewed not just as product sellers, but as cultural ambassadors. In the 2025 Shanghai edition, Australian brands like Native Secrets presented their innovations, sharing not only products but their cultural heritage. Lin Lin’s vision extends beyond transactional trade, focusing on building authentic, long-lasting relationships between brands and local markets, thereby transforming beauty retail into a platform for intercultural exchange and mutual understanding.
CIBE: A New Platform for International Beauty Brands
The China International Beauty Expo (CIBE) has evolved in 2025 into more than a traditional trade fair. With 0 visitors daily [1], the event has grown into a dynamic platform for international brand exchange. Lin Lin, CEO and head of international affairs, emphasises that the expo is about more than commercial transactions - it’s about building authentic intercultural relationships [2].
Australian Innovation on the Global Stage
The Shanghai edition of CIBE marked a special moment for Australian beauty brands. Native Secrets surprised visitors with a spectacular cultural performance, featuring Indigenous Elders demonstrating traditional body paint and didgeridoo [2]. This perfectly aligns with Lin Lin’s vision of seeing brands as cultural ambassadors that bring more than just products [3].
Future Vision of Beauty Retail
Lin Lin’s strategic approach goes beyond traditional marketing models. She argues that modern beauty retail is about knowledge exchange, skills training, and creating sustainable entrepreneurial relationships. The expo now focuses not only on hair, skin, and nails, but also on broader wellness aspects such as mental health and gut enzyme therapy [2].