Against the backdrop of rising uncertainty in global consumer demand, Chinese beauty brands face a strategic imperative to evolve from product exportation to brand value exportation during international expansion. Drawing on the latest practices in the internationalization of Chinese beauty brands from 2024 to 2026, this study employs a multi case analysis method to systematically examine the marketing innovations in channel selection, localization operations, science communication, and cultural narrative strategies of brands including Florass, Chando, Perfect Diary, and Mao Geping. The findings reveal that Chinese beauty brands have developed a dual channel strategy combining flagship store placements in premium locations with penetration of mainstream distribution channels, while implementing deeply localized country specific operating models. On the science communication front, brands are strategically engaging with international academic platforms such as the IFSCC to establish technological legitimacy. Culturally, the expression of Oriental aesthetics is evolving from symbolic representation toward deeper integration and value co creation with international intellectual properties. The study proposes that amidst persistent demand uncertainty, Chinese beauty brands must construct a dual driver marketing innovation framework powered by technology and culture to transition from short term traffic acquisition to long term brand equity building. This research offers both theoretical insights and practical implications for emerging market brands navigating global competition in a complex international environment.

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