China Beauty Brand Shifts Expansion Plan as US Tensions Rise (1)

Chinese cosmetic brand Florasis is shifting the focus of its global expansion away from the US, underscoring how growing trade tensions between Washington and Beijing could shape the American ambitions of mainland consumer brands.

For now, the Hangzhou-based cosmetics maker is looking to Japan, Southeast Asia and Europe, Gabby Chen, Florasis’ president for global markets, said in an interview with Bloomberg TV on Tuesday.

“There’s been huge political changes for the global markets,” Chen said. “We shifted our strategy from the US market to Southeast Asia, but prior to that, the US has remained very strong as our top ...