While other sectors are feeling the effects of China’s downturn, the beauty industry remains resilient. As Chinese consumers increasingly seek out premium products and turn to e-commerce channels for their purchases, luxury beauty brands are getting priority placement in Tmall search results. Beauty brands are also increasing the sophistication of their WeChat accounts with a growing focus on commerce-enabled Mini Programs. To reach China’s millennial and Gen Z consumers, brands are adopting innovative promotions with young pop idol brand ambassadors, disruptive apps like Douyin and RED, and campaigns through less traditional channels like gaming. The Digital IQ Index: Beauty China 2019 benchmarks the digital performance of 98 beauty brands across the color cosmetics and skincare categories.