The cosmetics industry in Guangzhou's Baiyun district is reaching international markets through cross-border livestreaming.

The Yiyun Global Cosmetics Selection Center has allowed local beauty brands to rapidly expand their reach to over 80 countries. In the first half of the year, GMV surpassed 23.4 million yuan ($3.25 million), while logistics costs decreased by 14 percent.

The Yiyun Global Cosmetics Selection Center. [Photo/WeChat account: gz_baiyunfabu]

On the center's Cross-Border Pavilion livestreaming platform, hosts showcase products to international consumers through TikTok and other platforms. American hosts Moe and Rory highlighted the high quality and affordability of Chinese cosmetics, which are popular among global customers.

The Yiyun Selection Center combines research and development, production, logistics, and marketing into an all-in-one service system, featuring over 200 brands and 50,000 products. By collaborating with international e-commerce platforms, it has established an ecosystem that integrates supply chains, sales channels, and services.

The Cross-Border Pavilion platform uses data-driven product selection and a free sample library to assist hosts in accurately matching trending items, facilitating "instant broadcasting and shipping", and decreasing order fulfillment time to only three to five days.

Baiyun's cosmetics industry is still growing, with imports and exports reaching nearly 1.6 billion yuan in the first half of 2025, reflecting a 38.3 percent year-on-year increase. The annual revenue is projected to exceed 40 billion yuan.

The Minkeyuan Industrial Park has attracted several leading companies and aims to develop a 10-billion-yuan cosmetics manufacturing hub. Additionally, it is progressing on a 170,000-square-meter global cosmetics headquarters cluster, which has the potential to become an international trade center, supporting Chinese brands going global.