The lifting of the zero-COVID policy and the reopening will benefit critical drivers of Chinese beauty industry. As the economy recovers, consumer confidence is expected to strengthen. Additionally, the diversification of distribution channels, particularly through interest-based e-commerce platforms, will play a significant role in driving the market’s rebound. This session aims to explore the evolving psychographics and behaviours of consumers in a post-pandemic world, shedding light on how these changes are reshaping the market.