T-beauty: The rise of Taiwan's unsung beauty movement

By Jo Allen | Published: 23-Feb-2026
Hair Care Skin Care

T-beauty is quietly gaining recognition for its skin and scalp care expertise and green innovation, rather than its cultural storytelling

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As a regional beauty movement, T-beauty may not be on consumers’ radars in the way that K-beauty or Scandi beauty is. But Taiwan is emerging on the global beauty scene as it gains recognition for its dermatological and scalp care brands, novel make-up innovations and technical precision.

The rise of T-beauty is a story of transformation.

Terry Chen, General Manager of Taiwan-based colour cosmetics and skincare manufacturer TJ Enterprise, tells Cosmetics Business:

“Taiwan’s beauty industry has been internationally relevant for longer than many people realise, particularly from a manufacturing and innovation perspective. Historically, much of that capability sat behind the scenes in OEM [Original Equipment Manufacturer] and ODM [Original Design Manufacturer], supporting global brands rather than exporting Taiwanese brands at scale. What’s changing now is visibility.”

Taiwan’s beauty industry has been internationally relevant.for longer than many people realise - Terry Chen, General Manager, TJ Enterprise


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