Honey Corn CEO Represents UK SMEs at JETCO and CIFIT in China
Ayesha Ibrahim, CEO and founder of gender-neutral skincare brand Honey Corn, has achieved a remarkable milestone, joining the UK Government’s high-level trade delegation to China. The delegation, led by Secretary of State Peter Kyle, coincided with the UK-China Joint Economic and Trade Committee (JETCO) meetings and the China International Fair for Investment & Trade (CIFIT) in Xiamen, where the United Kingdom was guest country of honour. This was the first time in seven years that the UK has engaged in official trade talks with China, with the aim of strengthening bilateral economic growth.
Representing her innovative skincare brand, Ibrahim joined discussions alongside Secretary of State Peter Kyle, China’s Vice Premier He Lifeng, UK Ambassador to China Mr Peter Wilson, Neal Lewis, HM Trade Commissioner for China and Hong Kong, CEO of the China-Britain Business Council Peter Burnett, senior trade expert Chris Torrens, and UK businesses including GSK, Jaguar Land Rover, Diageo, Cranswick, and Pearson Education. The meeting with Vice Premier He Lifeng was held at the Great Hall of the People in Beijing.
For Ibrahim, who launched Honey Corn as a pop-up, it was a defining “pinch-me” moment.
“I am incredibly proud to represent Honey Corn and the UK SME community, particularly at such an important time for the cosmetics industry in China,” said Ibrahim. “With the market valued at USD 90 billion in 2025 and projected to reach USD 148 billion by 2030, the opportunities are extraordinary. Recent legislative reforms ending mandatory animal testing have opened the door for ethical and innovative brands like ours.”
During the visit, Ibrahim announced a major milestone: Honey Corn has secured a deal with Matro Group, a leading luxury retailer based in Suzhou, near Shanghai. The historic district, home to the iconic I.M. Pei-designed Suzhou Museum, provides an influential gateway for the brand’s entry into the Chinese market.
Ibrahim was also invited to a private dinner with China’s Minister of Commerce, Wang Wentao, held at MOFCOM (Ministry of Commerce) headquarters, where she expressed gratitude for the reforms enabling UK cosmetic exports. “China is opening its doors to UK businesses,” Minister Wang affirmed, reflecting a spirit of cooperation and inclusivity.
China is the UK’s third-largest trading partner, worth USD 130 billion annually.
With China’s economy projected to grow 4.5% in 2025 compared to the UK’s 1–1.5%, Ibrahim emphasised the importance of looking east for business growth amid global uncertainty.
The delegation, made possible through the UK Department for Business and Trade, showcased the government’s commitment to supporting British businesses abroad. For Honey Corn, the journey from pop-up shop to JETCO trade talks underscores the brand’s vision: skincare without boundaries, built for a global audience.
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