T-Beauty, or Taiwanese Beauty, refers to beauty products and routines associated with Taiwan.
According to NBC "Taiwanese beauty movement focuses on a simple, holistic approach to skin care by using high-quality, natural ingredients and techniques rooted in traditional Chinese medicine." [1] It is also influenced by Taiwan's warm climate with a resulting emphasis on hydrating and lightweight products. [2]
In general it includes four steps: cleanse, tone, moisturize and sheet mask. [1]
The Taiwanese cosmetics industry got its start doing contract manufacturing for Japanese firms like Shiseido and the Kao Corporation. [1]
In the 2000s Taiwanese companies began exporting products under their own name. [1] Early successful brands include Dr. Wu Skincare, My Beauty Diary, Neogence, Annie's Way, and Maskingdom. [3]
Taiwan banned cosmetic testing on animals in 2016. [1]
In 2017 Taiwan exported $730 million worth of cosmetics. [1]
The Taiwan Beauty Alliance is an industry organizing group. [4]
Industry experts have noted that T-Beauty has the ingredients for global appeal: innovative formulations, high manufacturing standards, and integration with beauty tech. Brands like Perfect Corp have pioneered digital beauty solutions that appeal to global consumers, particularly in virtual try-on and AR skincare diagnostics.
However, challenges remain. T-Beauty lacks the strong government-backed cultural branding campaigns seen in K-Beauty, and many Taiwanese brands remain relatively unknown outside Asia. Analysts believe that for T-Beauty to rise as a dominant force, companies must invest in global storytelling, influencer marketing, and build a more unified identity abroad. [5]