Chinese beauty brands, flush with success at home, start to vie for global shelf space
XLY•Chinese beauty brands are expanding overseas as Proya prepares to sell two skincare lines in 400 Ulta stores and on Ulta.com from November. The brands’ growth abroad follows their success in China, where domestic brands held 57.4% of the $159 billion cosmetics market last year.
1. Expanding overseas
Proya Cosmetics will sell its Advanced Firming and Original Repair skincare lines in 400 Ulta stores and on Ulta.com in the United States from November. The company also opened a Paris research and development centre this month. Its Flower Knows brand launched at Boots in March and had a limited run in Ulta stores in September.
2. New shops abroad
Florasis opened its first overseas flagship shop in Tokyo’s Ginza district last year. Joocyee and Judydoll, both owned by Joy Group, opened shops in Singapore last year and are stocked at British retailer Skin Cupid.
3. Building brand awareness
Proya founder and CEO Hou Juncheng said the brand’s awareness in Europe and the United States was currently zero, and said it hoped to earn consumer trust through partnerships. Chinese beauty brands overtook international names in China in 2022 and accounted for 57.4% of the country’s $159 billion cosmetics market last year. Florasis said China-US tensions led it to shift international expansion away from the US last year.
