C-beauty’s global ambitions got their most theatrical audition yet when YanLab, a multi-brand Chinese beauty store in London’s Fitzrovia neighborhood, opened its doors as part of Partner Season II — a reality docuseries co-produced by Hunan Satellite TV and Mango TV and streamed live to millions of viewers.
The show follows six celebrity partners, including China’s most famous beauty livestreamer Austin Li, actresses Zhang Yuxi and Zhao Zhaoyi, actor Yan An, and singers Shang Wenjie and Mika Hashizume, as they launch and operate the temporary shop, personally recommending products and gathering real-time feedback from international shoppers for the 14 participating Chinese beauty brands.
As BeautyMatter reported on July 26, the project is simultaneously entertainment, consumer research, and a live stress-test of whether C-beauty storytelling can translate beyond China’s $143 billion domestic market. London, in this framing, is not just a retail destination — it’s a proving ground, with every customer question and purchase decision feeding directly back into brand strategy.