The Chinese beauty and personal care market has been mainly dominated by big foreign brands such as L’Oreal and Maybelline, due to their good product reputation, high quality and other advantages. On the back of "Korean Wave" in China, the Korean cosmetics are expanding their presence in the Chinese market. Local companies must upgrade their brand image and enhance the competitiveness of their brands in the high-end market. In the future,with the increase of people’s purchasing power, and the demand for high-end cosmetics, the competition in the Chinese cosmetic market will become fiercer.