As demand for premium products increases, niche brands are flooding into China’s growing beauty market to compete with global giants and local players. The e-commerce path to purchase continues to evolve, and brands are de-emphasizing their own sites as e-tailers surpass search engines to become a first stop in the shopping journey. For success in China, it is increasingly important that brands choose strong influencer partnerships on platforms like Weibo, Tmall, Miaopai, WeChat, and Yizhibo.