In an era shaped by faster-paced living and broader global uncertainty, Chinese consumers are moving away from the rigid ideals of perfection and towards a softer, more human expression of beauty that feels reassuring, confident, effortless and alive. At the center of this shift is the rise of “Radiant Vitality” (元气好气色)—a culturally resonant beauty concept that reflects consumers’ desire to appear energized, healthy, and emotional well-being, self-consistent rather than overly perfected or artificially transformed.

These insights were echoed at the CMF Forum during #Design Shanghai 2026 which focused on “VITALITY” as design that builds confidence, energy and emotional support in daily life. Labbrand joined beauty industry leaders to observe how color is increasingly shaped by social moods and emotional needs, reinforcing the importance of understanding “radiant vitality” as both a cultural and market-driven phenomenon.

In the beauty category, this trend has been translated into key trending color palette this year. The momentum is moving towards softer, low-saturation, skin-harmonizing shades such as soft corals, muted peaches, warm pinks and gentle greens that convey vitality without overpowering natural skin tones. Across products, we are seeing lived-in finishes, subtle flushes, and designs that prioritize calm, ease, and authenticity

Local makeup brands have moved fast to translate shifting cultural mood and consumer needs into color innovation to enhance category impact and consumer engagement. Judyroll’s soft coral and cozy green have quickly captured the spirit of ‘radiant vitality’, blending playful youthfulness with culturally inspired design. Similarly, Florasis has embraded a warmer expression of this trend with shades such as sheer Magnolia pink, creating a beauty language that feels both culturally rooted and emotionally uplifting.

While global beauty brands are generally slower to respond, some brands show notable exceptions. Lancôme’s Idôle Water Lip Balm #42 Juicy Grapefruit (2025, China) — a soft coral-peach with sheer, natural radiance that captures the effortless glow of ongoing calm-vitality trend. Meanwhile, 3CE’s spring limited blush palette #Fever Dream reflects a similar direction through a soft, low-saturation honey-peach that taps into the growing preference for gentle flushes and youthful, understated radiance.

For multinational beauty brands, the challenge is no longer just consistency. It is cultural speed. How can brands stay emotionally relevant in China at the pace of local innovation, respond to the experiences consumers increasingly seek, and contribute to a more collaborative color ecosystem that keeps creativity alive?

At Labbrand, we help brands build brand power across leadership, experience, and ecosystem. As a long-term strategic partner to a leading multinational beauty group across multiple markets, we uncover deep cultural and consumer insight, underpinned by our semiotic expertise and proprietary Valorization research, to shape innovation and communication that is both culturally resonant and strategically meaningful.