Chinese Beauty Brands Expand Into Global Markets
Shoppers can expect new skincare and cosmetic lines at major retailers like Ulta starting this November.
Updated on Oct. 26, 2026 in Beauty
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Chinese beauty brands are rapidly expanding into global markets, with companies like Proya, Flower Knows, and Florasis opening international locations and retail partnerships. Consumers will find these brands increasingly available at major retailers like Ulta and Boots starting in late 2026.
Why it matters
As domestic consumer spending in China remains stagnant, these brands are turning to international expansion to diversify revenue streams. This shift brings a new aesthetic and ingredient approach to global beauty shelves, following a similar global rise previously seen with South Korean cosmetics.
Domestic Chinese beauty brands captured 57.4% of the $159 billion domestic cosmetics market last year. The total value of K-beauty exports reached $11.4 billion in 2025, marking a 50% increase over five years, establishing a benchmark for successful international market entry.
The players
Proya Cosmetics
A Chinese skincare company currently expanding its international research and retail footprint.
Flower Knows
A beauty brand known for decorative packaging, partly owned by Proya Cosmetics.
Ulta
A major beauty retailer providing international distribution for Chinese cosmetic brands.
Boots
A multinational pharmacy and beauty retailer currently stocking Chinese beauty products.
The details
Chinese brands are differentiating their products by leveraging traditional Chinese ingredients and intricate, aesthetic packaging. To establish credibility, major players are investing in global infrastructure, such as Proya opening a research and development center in Paris. These brands are also utilizing established retail partnerships with companies like Ulta and Boots to facilitate distribution in foreign markets.
Timeline
2024: South Korea became the top source of cosmetics imports in the United States.
2025: K-beauty exports reached a total value of $11.4 billion.
March 2026: Flower Knows launched with Boots.
September 2026: Flower Knows launched a limited run in Ulta stores.
November 2026: Proya skincare lines will be sold in 400 Ulta stores and online.
Health Landscape
The entry of Chinese brands into the global beauty market follows a trend set by the rapid rise of K-beauty exports, which saw a 50% increase over the past five years. This shift reflects an evolving international market where regional cosmetic trends and aesthetic-driven products gain broader consumer appeal.
As new skincare brands arrive in stores, focus on checking ingredient labels to ensure they align with your specific skin sensitivities or existing regimen. If you are considering adding new products to your routine, it is worth discussing the ingredients with a dermatologist to verify they are appropriate for your skin type.
The takeaway
Chinese beauty brands are moving toward global growth, signaling a shift in the international skincare landscape. When trying any new product, prioritize reviewing the ingredient list and performing a patch test on a small area of skin before applying it to your face.
Further reading
Learn more about evolving trends in the Beauty sector as international brands expand their global presence.
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