Chinese beauty brands target US stores after domestic slowdown

Chinese beauty brands are expanding overseas as they seek growth beyond a sluggish domestic market and build on a stronger global reputation for Chinese products. Proya, the country’s largest beauty brand by revenue, plans to sell two skincare lines in 400 Ulta stores and online in the United States from November, and has opened an R&D center in Paris. Florasis, Joocyee and Judydoll are also growing their international presence through overseas stores and retail partnerships, with products drawing on traditional Chinese aesthetics and novel formulations. Industry executives say innovation across sectors has helped shift perceptions of Chinese goods from low-cost to globally competitive.