‘C-beauty’ brands find retail expansion outside China a slow slog

With its signature fan-shaped wall of lipsticks displayed at the entrance, the Hong Kong store of Mao Geping Cosmetics at the Harbour City shopping complex in Tsim Sha Tsui appeared quiet on a recent weekday night. That underscored a sluggish state of affairs at Mao Geping, about two months after opening its first overseas location in the city, and the broader challenges faced by Chinese beauty – dubbed C-beauty – brands seeking to expand sales outside the mainland. The cosmetics firm was named...