In China , cosmetics now outstrips groceries as the biggest selling item in its department stores . One Korean brand in particular , Laneige In 2013 , Chinese women , and increasingly men , spent 162.5 billion yuan ( $ 26 billion ) on cosmetics . Comment: But China 's 150 million-strong middle class is closing the gap fast and its focus is increasingly South Korea .
In China , cosmetics now outstrips groceries as the biggest selling item in its department stores . In 2013 , Chinese women , and increasingly men , spent 162.5 billion yuan ( $ 26 billion ) on cosmetics . Comment: But China 's 150 million-strong middle class is closing the gap fast and its focus is increasingly South Korea .