Four and Co Group to lead first-ever Australian Pavilion at Chengdu China Beauty Expo (CCBE)

Chengdu has emerged as a gateway city for this renewed collaboration, ranking as China’s third-largest beauty consumption market, with spending exceeding RMB 40 billion (approximately USD 5.6 billion) in 2024. It is also home to CCBE, one of China’s leading professional trade fairs, founded in 1997 and organised by Informa Markets, the world’s largest exhibition organiser. Now in its 52nd edition, CCBE attracts more than 4,500 brands, 900 exhibitors and over 50,000 professional buyers, providing an unparalleled platform to connect with the booming Western China market. 

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The Australian Pavilion is the prominent new addition to CCBE this year, featuring a diverse mix of participants, including both clinician-led professional brands and renowned consumer beauty and wellness labels. Confirmed brands include Surecell Australia, Yuki House, Facelove Skin, Sukin, Moogoo, Straand, White Glo, and Barnes Naturals, among many others, reflecting the breadth and depth of Australia’s innovation in health and beauty. The Pavilion will also be supported by partners such as Yaru Ventures and 1847 Wines, who share the vision of elevating Australian excellence on the global stage. 

“CCBE has become one of China’s most influential beauty and wellness trade fairs, bringing together thousands of brands, buyers, and innovators every year. For us, hosting the Australian Pavilion here is about more than just participation; it’s about aligning with a platform that embodies scale, credibility, and opportunity,” said Sarah Huang, Founder of Ladies Empowerment Association Incorporated and Host of the Pavilion. “By choosing CCBE, we are signalling our commitment to showcasing Australia’s strengths while creating a space where trust, innovation, and long-term collaboration between Australia and China can flourish.” 

“As both a clinic owner in Melbourne and a representative of professional beauty brands, I see firsthand how vital it is for our industry to think globally and engage with the wider market,” said Leo Lin, Founder of Yuki House Melbourne and Director of LYS International Trade. “CCBE provides exactly that platform; it elevates Australian expertise to the international stage while giving us the chance to connect with China’s most dynamic buyers and partners. Yuki House is proud to lead a group of clinical brands at the Australian Pavilion, and we believe this collaboration will not only raise the profile of Australia’s medical beauty sector but also open doors for long-term partnerships.”