LAHORE: The Pakistan China Joint Chamber of Commerce and Industry (PCJCCI) has highlighted a significant transformation underway in China’s cosmetics industry, noting that the sector is rapidly shifting from a marketing- and channel-driven model to one focused on brand building, technological innovation, consumer experience and cross-cultural value communication.
The chamber said these developments present new opportunities for Pakistan-China cooperation under the broader framework of the China-Pakistan Economic Corridor (CPEC).PCJCCI President Nazir Hussain said China’s experience offers valuable strategic lessons for Pakistani businesses seeking to enter high-value consumer markets. He noted that the competitiveness of China’s cosmetics industry is no longer confined to products or distribution channels, but is increasingly driven by strong brand narratives, systematic research and technological advancement.
“Under CPEC, Pakistan has an opportunity to align its emerging consumer industries with China’s innovation-led growth model and move towards value-added exports,” Hussain said.Senior Vice President Mansoor Saeed Sheikh said the shift in China’s cosmetics sector from short-term marketing to technology- and experience-driven growth closely aligns with the objectives of CPEC’s second phase. He said the transition towards systematic capability-building reflects the maturity of China’s consumer industries.
CPEC provides a strategic platform for Pakistan to collaborate in research and development, packaging innovation, digital branding and ESG-driven manufacturing, enabling sustainable and competitive participation in global value chains, Sheikh added.
Vice President Zafar Iqbal said CPEC’s next phase, which focuses on industrial cooperation, special economic zones and export-oriented manufacturing, could act as a catalyst for developing Pakistan’s cosmetics and personal care sector. He noted that Pakistan has strong potential in herbal, organic, halal and natural cosmetic products.
By leveraging CPEC-linked industrial zones, technology transfer and joint ventures with Chinese partners, Pakistani enterprises can improve product quality, branding and compliance with international standards, allowing greater access to the Chinese market, he said.
The PCJCCI stressed the importance of institutional collaboration, policy coordination and research-based planning in maximising CPEC’s impact on emerging sectors. The growing emphasis on structured research, industry think tanks and cross-sector collaboration underscores the need for informed policymaking, it said.
The chamber reiterated its commitment to facilitating business-to-business linkages, knowledge exchange and investment partnerships between Pakistani and Chinese stakeholders under CPEC to support long-term industrial development.
Industry analysis suggests that China’s cosmetics sector is moving from rapid market expansion to a phase characterised by systematic capability output, while the globalisation of Chinese brands is entering a long-term stage underpinned by technological innovation and foundational research.
The PCJCCI said integrating Pakistan’s cosmetics and personal care sector into CPEC’s industrial cooperation framework could support export diversification, job creation and value addition, while strengthening people-to-people and commercial ties between Pakistan and China.
