Key facts
- Proya Cosmetics will launch skincare lines in 400 US Ulta stores in November.
- Florasis opened its first overseas flagship in Tokyo last year.
- Chinese beauty brands held 57.4% of China's $159 billion cosmetics market in 2023.
Chinese beauty brands are increasingly venturing into international markets, driven by domestic success and a growing perception of Chinese product innovation. Proya Cosmetics, a leading C-beauty brand, is set to launch its skincare lines in 400 Ulta stores across the United States in November and has established a Paris-based research and development center. Other brands like Florasis, known for its traditional Chinese aesthetic-inspired cosmetics, have already opened overseas flagship stores in Tokyo, while Joocyee and Judydoll have established presences in Singapore. This global push is partly fueled by a desire to seek new revenue streams amid a prolonged slump in China's domestic consumer spending.