Japanese luxury skincare brand Decorté has been gradually withdrawing from physical retail locations in China, with several stores closing in cities like Changsha, Kunming, Jinan, Fuzhou, and Wuhan since 2024. Currently, Decorté operates 39 stores across China, primarily in major cities like Shanghai and Beijing. Despite efforts to appeal to Chinese consumers through celebrity endorsements and expanding online presence, the brand has faced significant challenges, particularly in e-commerce and adapting to shifting consumer preferences. In its most recent financial report, Kosé acknowledged a 23% decline in revenue from the Chinese market, citing increased competition from local beauty brands and a failure to align pricing with consumer expectations.