In 2022, Victorian exports of beauty, wellness and personal care (BWPC) products to mainland China grew 34% to $223 million. The BWPC category covers a broad range of products including vitamins, beauty products and make-up, sunscreens, soaps and lotions, and hair products. Vitamins and provitamins formed the largest component worth more than $160 million, with cosmetics worth almost $40 million and soaps and lotions worth more than $10 million. In 2022, BWPC exports to Hong Kong were worth $61 million.

These numbers understate the export success of Victorian businesses because many BWPC exports use the cross-border e-commerce channel and are not recorded in official export statistics. Major brands such as Swisse, Ego Pharmaceuticals, NATIO, and Cancer Council Australia Sunscreen (under Vitality Brands) have a major presence in cross-border ecommerce.

The Victorian Government Trade and Investment (VGTI) China team is planning a BWPC product showcase event to be held close to the November 2023 China International Import Expo in Shanghai. This will be an opportunity for Victorian BWPC businesses to promote their products and finalise commercial agreements with Chinese buyers.

In 2021, Global Victoria collaborated to support BWPC brands to comply with new Chinese Government cosmetics regulations which allowed cosmetics products to be approved without animal testing. The VGTI China and Global Victoria teams helped a number of products to be approved to access the lucrative China cosmetics and beauty market.

In August 2022, the Shanghai VGTI Office held a “Wellness Lab” in Vic House, the Victorian Government’s Food and Fibre Trade Pavillion. The “Wellness Lab” introduced Victorian BWPC companies to more than 30 stakeholders including business partners and fitness and lifestyle Key Opinion Leaders.

The session provided an opportunity to learn more about BWPC brands such as Swisse, Natio, Oli6, Blairsom, Sukin, FGB, BioE, Alya Skin and Frank Body.

Last year, Victorian dairy exports to China experienced a record high, valued at $794 million and totalling 246,000 tonnes. This record has been driven by cheese, powdered milk and powdered cream products. The value of Victorian dairy exports globally reached $2.5 billion, cementing the state’s position as the number one exporter of dairy products in Australia.

Victoria accounted for 73 per cent of Australia’s total dairy exports.

Following the Vic House Exhibition, many Victorian companies including Bulla, Bega and Viplus joined the Victorian Government trade and investment team at the China Food and Drinks Fair in Chengdu (12-14 April) to further strengthen brand awareness and trade opportunities across Greater China.

In Victoria, the government supports the Dairy Australia Scholarships program which welcomes inbound buyers and future industry leaders from Southeast Asia, China and Japan to learn about Victoria’s dairy capabilities and to build relationships. In 2024 it will be the 25th anniversary of the Dairy Australia Scholarships program. Two Dairy Australia Scholarships delegations from China will visit Victoria this year, in May and August 2023.