Ingredients firm Lubrizol and PROYA have been working together since the brand’s inception 20 years ago. In that time, the firm has watched the local beauty scene grow from strength to strength.
“Today, the Chinese consumer wants something from their own culture, a Chinese element integrated into the brand. That’s why we are seeing C-beauty rising up – not just in skin care but in makeup as well,” said Wang Chang, regional business director, beauty, home and pharma, Lubrizol.
Speaking to CosmeticsDesign-Asia at in-cosmetics Global 2024 in Paris, Wang expressed his confidence in the potential of Chinese beauty brands.
“The strength of C-beauty is that it’s not something that popped up overnight. It’s a whole evolution. All the local brands have watched all the important brands like L’Oréal, LVMH, and Estée Lauder. They have studied K-beauty trends and how to capture the attention of young consumers. They have also seen how J-beauty brands balanced science with elegance.”
“C-beauty is strong because it’s an accumulation of knowledge and accumulation of confidence. It’s not an overnight sensation and that’s why we strongly believe in C-beauty,” said Wang.
He added that C-beauty brands such as Florasis have expanded to markets like the US successfully, signalling potential for C-beauty abroad.
“I do believe C-beauty will grow beyond China,” he said.
PROYA partnership
On April 9, Lubrizol announced that it had signed a memorandum of understanding to extend its partnership with PROYA, one of China’s most well-known skin care brands.
