L'Oréal China is among the latest beneficiaries of Shanghai’s push to grow its debut economy.

A recent shipment of imported L'Oréal China products – including shampoo, hair masks, and hair dye – arrived at a bonded warehouse under the supervision of Huangpu Customs and debuted at the West Bund Dome Arts Center, according to Shanghai Customs.

As the products were intended for debut events in Shanghai rather than for commercial sale, they qualified for fast-track customs inspection.

This initiative is part of a series of new measures introduced by Shanghai Customs in March to streamline clearance procedures for imported cosmetics designated for debut events in the city.

The measures support cosmetics brought in for brand launches, first shows, and exhibitions under the city’s "First in Shanghai" campaign.

Under the new rules, these products are exempt from certain requirements such as certificates of registration or filing, Chinese labeling, and laboratory testing.

"This has cut customs clearance time by two-thirds," said Mark Mao, supply chain director of L'Oréal China.

The debut economy refers to the broader strategy of encouraging companies to launch new products, introduce innovative services and technologies, and open flagship stores in Shanghai.

Shanghai first introduced the "First in Shanghai" initiative in 2018 to encourage global product debuts.

The program has since undergone two major upgrades – in 2024 and 2025 – leading to the current "First in Shanghai 3.0", which features 10 supportive measures involving exhibition support, streamlined customs procedures, and financial incentives to attract international product launches to the city.

At the 2024 Shanghai International Cosmetic Festival, nearly 300 brands held debut events.

With the continued rollout of favorable policies, more brands are expected to launch new products in Shanghai this year.

In the first two months of 2025 alone, Shanghai imported nearly 17,000 metric tons of beauty, cosmetics, and personal care products, up 14.7 percent year-on-year.

With smart supervision and optimized processes, Shanghai Customs is accelerating the city’s growth into a 100-billion-yuan international beauty hub and a premier global destination for product debuts.

Source: Economic Daily