T-Beauty, or Taiwanese Beauty, refers to beauty products and routines associated with

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

Overview

According to

NBC The National Broadcasting Company (NBC) is an American commercial broadcast television and radio network serving as the flagship property of the NBC Entertainment division of NBCUniversal, a subsidiary of Comcast. It is one of NBCUniversal's ...

"Taiwanese beauty movement focuses on a simple, holistic approach to skin care by using high-quality, natural ingredients and techniques rooted in traditional Chinese medicine." It is also influenced by Taiwan's warm climate with a resulting emphasis on hydrating and lightweight products. In general it includes four steps: cleanse, tone, moisturize and sheet mask.

History

The Taiwanese cosmetics industry got its start doing contract manufacturing for Japanese firms like

Shiseido is a Japanese multinational cosmetic company founded in Tokyo, Japan in 1872. Its product categories consist of: skin care, makeup, body care, hair care, and fragrances. The company is one of the oldest cosmetic companies in the world an ...

and the

Kao Corporation is a Japanese global chemical and cosmetics company headquartered in Nihonbashi-Kayabacho, Chūō, Tokyo, Japan. History Kao was established in 1882 by Tomiro Nagase as a manufacturer of domestic toiletry soap. Until 1954, they were known a ...

. In the 2000s Taiwanese companies began exporting products under their own name. Early successful brands include Dr. Wu Skincare, My Beauty Diary, Neogence, Annie's Way, and Maskingdom.

Industry

Taiwan banned cosmetic testing on animals in 2016. In 2017 Taiwan exported $730 million worth of cosmetics.

Organization

The Taiwan Beauty Alliance is an industry organizing group.

Future potential

Industry experts have noted that T-Beauty has the ingredients for global appeal: innovative formulations, high manufacturing standards, and integration with beauty tech. Brands like Perfect Corp have pioneered digital beauty solutions that appeal to global consumers, particularly in virtual try-on and AR skincare diagnostics. However, challenges remain. T-Beauty lacks the strong government-backed cultural branding campaigns seen in K-Beauty, and many Taiwanese brands remain relatively unknown outside Asia. Analysts believe that for T-Beauty to rise as a dominant force, companies must invest in global storytelling, influencer marketing, and build a more unified identity abroad.

References