Rapid expansion of the middle class as well as the rise of the millennial generation have given rise the cosmetics and personal care category. China is already the second largest consumer market for cosmetics in the world behind only the United States. Chinas dominance in ecommerce is exemplified in the cosmetics industry which have seen growth rates of 46% in some categories over the past 12 months. With International brands dominating the cosmetics category as well as new laws eliminating the need for animal testing trends point to the continual growth of the industry.