L’Oréal-owned luxury cosmetics brand Lancôme has closed its flagship store at Beijing’s Wangfujing APM shopping center, less than six years after its high-profile opening in October 2020. The 320-square-meter store, billed as Lancôme’s first flagship in China and its second-largest globally, has been completely cleared out, with outdoor brand Salomon preparing to take over the space.
Lancôme’s withdrawal appears to be part of a broader contraction in China’s offline cosmetics market. According to the China Chain-Store & Franchise Association, the ratio of store openings to closures for cosmetics businesses was just 0.85 across 447 major shopping centers in 13 cities between 2022 and 2024, indicating a shrinking retail footprint. NielsenIQ data show that the number of cosmetics counters in department stores and shopping centers across 51 Chinese cities fell from more than 15,000 in 2019 to about 9,500 in 2023, a decline of nearly 6,000.
In 2025, China’s beauty market experienced a new wave of brand withdrawals. According to an incomplete tally by beauty industry media outlet Jumeili based on public information, more than 30 international and domestic beauty brands closed online flagship stores, withdrew offline counters, or ceased operations in China, including about 17 domestic brands. Among international companies, Japanese and South Korean brands accounted for the largest share. The trend continued into 2026, with French skincare brand Filorga closing its official Tmall flagship store in January and Yakult’s cosmetics business ending its cross-border e-commerce operations in China.
Source: Epoch Times, August 5, 2026
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