J-Beauty and C-Beauty: Shiseido, Kao, Florasis Abroad — 2026-09-18
Florasis, Flower Knows, and Proya have officially entered the US market through Ulta Beauty, marking a significant milestone for C-Beauty's global expansion. Meanwhile, the global C-Beauty market is projected to reach USD 47.10 billion by 2034, driven by aggressive international strategies and domestic growth.
J-Beauty and C-Beauty: Shiseido, Kao, Florasis Abroad — 2026-09-18
Top developments
Florasis, Flower Knows, and Proya Enter US Market via Ulta Beauty
In a major expansion move reported on September 17, 2026, Chinese beauty brands Florasis, Flower Knows, and Proya have entered the United States through Ulta Beauty, the country's largest beauty retailer. This partnership aims to bring "newness, skincare innovation, and long-term consumer relevance" to the US market, signaling a shift from cross-border e-commerce dominance to established brick-and-mortar retail presence. This development underscores the growing acceptance of C-Beauty brands in Western markets, challenging traditional J-Beauty and K-Beauty incumbents.
C-Beauty Market Projected to Nearly Double by 2034
A new report released on September 17, 2026, by Polaris Market Research projects that the global C-Beauty products market will reach USD 47.10 billion by 2034, expanding at a CAGR of 10.24% from a 2025 valuation of USD 19.58 billion. This forecast highlights the rapid acceleration of Chinese brands' global footprint, supported by robust domestic growth and state-backed initiatives. For Japanese giants like Shiseido and Kao, this represents an intensifying competitive landscape in both Asian and Western markets, necessitating continued innovation and strategic restructuring to maintain market share.
Local view
Mainichi Shimbun Highlights Domestic Brand Resilience
The Mainichi Shimbun (September 17, 2026) reports on how homegrown Chinese brands are reshaping the country's cosmetics market, noting that local players are thriving while some foreign rivals face challenges in China's fiercely competitive environment. The article emphasizes that Chinese consumers are increasingly favoring local brands due to digital savvy, localization strategies, and self-developed formulas. This trend pressures Japanese companies like Kao and Shiseido to adapt their China strategies, focusing on high-value segments and leveraging their R&D strengths to differentiate from agile C-Beauty competitors.
Context & numbers
- Global C-Beauty Market Size: USD 19.58 billion in 2025, projected to hit USD 47.10 billion by 2034 (CAGR 10.24%).
- China Cosmetics Exports: Reached USD 7.82 billion in 2025, up 9.2% year-on-year, with brands like Proya, Florasis, and Judydoll accelerating expansion into Southeast Asia. (Note: Data point from early Sept report, relevant for current context)
- Shiseido FY2026 Forecast: Net sales ¥990 billion (+2.1% YoY), core operating profit ¥69 billion (+55.0%).
On the radar
- Ulta Beauty Rollout: Monitor the initial sales performance and consumer reception of Florasis and Proya products in Ulta stores across the US in Q4 2026.
- Shiseido H2 Strategy: Watch for further details on Shiseido's "growth phase" transition following its strong H1 results, particularly regarding its response to C-Beauty competition in key Asian markets.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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