Kans, a Chinese skincare brand, is ramping up its international expansion, focusing on markets such as Russia, Vietnam, Mongolia, Malaysia, and Indonesia. This effort is part of a strategic initiative by its parent company, Shanghai Chicmax Cosmetic Co, to enhance its research and development capabilities along with its overseas supply chain.
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Wu Sirui, senior vice-president of marketing at Chicmax and general manager of Kans, emphasized the brand's commitment to leveraging research and supply chain strengths for globalization, with Southeast Asia identified as the initial target region.
On August 21, 2026, Kans broke ground on a new manufacturing facility in Indonesia. This plant, with a planned investment of approximately 300 million yuan ($42 million), is set to begin operations in July 2027. It aims to support localized production for Southeast Asian markets.
Chicmax operates two research centers—one in Shanghai and another overseas. The company's investment in research and development hit 141 million yuan in the first half of 2026, marking a 36.4 percent increase from the previous year.
Kans' international business has seen significant growth, with Chicmax reporting revenue from foreign markets of 60.06 million yuan in 2025, reflecting a staggering year-on-year increase of 197.4 percent, as noted in its annual report.
Henry Hu, Chicmax's CEO for Southeast Asia, pointed out that despite fierce competition in the beauty and personal care sector, Chinese brands, which offer a strong quality-to-price ratio, still have considerable potential for growth in international markets.
On October 10, 2026, Kans introduced the third generation of its Red Series, emphasizing anti-aging benefits. The brand plans to launch these new products in overseas markets in 2027, aiming to expand its core skincare offerings beyond China.
Chicmax's international strategy aims to establish a broader global presence through localized manufacturing and development, with its Indonesian facility representing a significant move towards creating a regional supply chain to capitalize on the increasing international interest in Chinese beauty products.