Chinese Beauty Brands Expand Into US and Global Markets

Proya Cosmetics, the largest Chinese beauty brand by revenue, is expanding its global footprint through a major entry into the United States market. Starting in November, the company will launch its Advanced Firming and Original Repair skincare lines in 400 Ulta Beauty stores and on the retailer's website.

To support its international growth, Proya opened a research and development center in Paris this month. These moves reflect a broader trend of C-beauty brands utilizing traditional Chinese medicine ingredients and aesthetics to appeal to global consumers.

Other industry players are following similar paths of internationalization. Florasis, a brand recognized for ornate cosmetics based on traditional Chinese aesthetics, established its first overseas flagship store in the Ginza district of Tokyo last year.