Dezan Shira & Associates’ Ines Liu Shares Key Insights at TCS Beijing Webinar on China’s Personal Care & Skincare Market

On 14 January 2026, the Trade Commissioner Service (TCS) in Beijing hosted an online webinar, China’s Personal Care & Skincare Industry — Market Trends and Key Lessons for Canadian Brands, bringing together industry specialists to help Canadian companies better understand one of the world’s most dynamic consumer markets.

Delivered in English and attended by a diverse audience of entrepreneurs, brand leaders, and trade professionals, the session offered a clear and practical look at how Canadian personal care and skincare brands can successfully enter and grow in China.

The discussion covered a wide range of essential topics, including how to safeguard intellectual property, navigate China’s evolving beauty landscape, build brand visibility through local social media platforms, and manage distribution across both online and offline channels. Real-world case studies from Canadian brands already operating in China added a valuable layer of practical insight, highlighting what works—and what to avoid—when expanding into the world’s second-largest beauty market.

The webinar featured four expert speakers:

• Xiaojuan Zhao, Trade Commissioner specializing in IP protection, outlined best practices for safeguarding brand assets.
• Ines Liu, Senior Manager at Dezan Shira & Associates, shared guidance on market entry strategies, foreign direct investment, and the regulatory considerations shaping the sector.
• Joseph Cooke, Co-Founder and President of WPIC Marketing + Technologies, discussed e-commerce operations and cross-border deployment.
• Fan Wang, Founder and CEO of Shenzhen ZSZP Technology Co. Ltd., explored omni-channel marketing and brand incubation in China.

Reflecting on the session, Ines Liu noted:

“Canadian brands bring a strong reputation for quality and innovation—two attributes that resonate deeply with Chinese consumers. With the right preparation and a clear understanding of the local ecosystem, companies can build meaningful, long-term success here. Our goal is to help businesses enter the market with confidence and navigate each step with clarity.” 

The event proved valuable for both emerging and established brands seeking to deepen their understanding of China’s fast-moving personal care and skincare sector. Attendees left with actionable strategies and a clearer sense of how to position their products for sustainable growth.

For further guidance or tailored support, participants are welcome to contact Ines Liu, Senior Manager of International Business Advisory at Dezan Shira & Associates, at beijing@dezshira.com.