The Beauty Edit · 2025 Shanghai Chapter
Proven results. Real distribution. Lasting partnerships.
The Happening
For its 2025 chapter, The Beauty Edit took over Zhang Yuan (W8) — a premium heritage address in downtown Jing'an, Shanghai — and transformed it into a deep forest. The theme, If Nature Could Speak, cast the ten cross-border brands on show as the language of nature itself. Beauty advisors worked the floor throughout, gathering consumer and trade feedback and selling through a bespoke TBE mini-programme. The gallery was followed by two livestreams and a presence at two trade fairs, with a promotional trailer running across selected metro stations and shopping malls.
The Result
RMB 850,000
Revenue
4
Distribution agreements
367
Trade & press guests
1.1M
Media reach (Vogue, WWD)
1.35M+
Social impressions
Beyond the numbers, every brand left with structured market feedback, a Brand Readiness reading, and a real foundation for China entry — the point of the exercise.
Promotional film for The Beauty Edit 2025.
In Their Words
A great introduction to the Chinese market in a controlled, targeted environment.
Paul Hodgins, COO, Silverwood Group
Invaluable for increasing our brand exposure and assessing our viability in China.
Daniel Collins, Founder, Forest Spa Finland