From ‘scene-based skincare’ to entertainment-led retail, China’s beauty landscape in 2025 is being propelled by science, functionality, and personalization — reshaping what consumers expect from brands.
Proya became the first Chinese beauty brand to surpass 10 billion RMB in annual revenue, but sustaining growth requires moving beyond viral hits to long-term brand and R&D strength.
As Aesop and Maison Francis Kurkdjian shut their China flagships, the fragrance market enters a new phase. Here’s how to stay relevant in 2025.
With skincare penetration at just 12% to 14% compared to 35% globally, MENA represents untapped potential for brands that understand the region’s unique challenges.
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