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PROYA Cosmetics Highlights Brand Portfolio at Cosmoprof Worldwide Bologna 2026

From March 26 to 28, 2026, PROYA Cosmetics Co., Ltd. made a significant impact at the 57th edition of Cosmoprof Worldwide Bologna, held in Italy. This renowned beauty trade show serves as a platform for brands to showcase their innovations and connect with industry stakeholders. PROYA Cosmetics utilized this event to unveil not just its flagship brand, PROYA, but also introduced its emerging brands, TIMAGE and OffRelax, alongside the new makeup line, INSBAHA.

The company's multi-brand showcase underscored its ongoing commitment to enhancing its presence in the global beauty market. PROYA has crafted its strategy focusing on product efficacy backed by scientific research and development.

At the heart of its presentation was an emphasis on skincare, a domain where PROYA has become prominent, demonstrating its commitment to high-performance solutions derived from extensive scientific study. TIMAGE, inspired by Eastern beauty traditions, represented their venture into makeup, while OffRelax, positioned in the hair care segment, offered holistic scalp treatments. The introduction of INSBAHA highlighted PROYA's venture into new realms of beauty, catering to modern consumer preferences.

The design of PROYA’s exhibition space reflected the broader brand philosophy, emphasizing environmental, social, and governance (ESG) initiatives. This approach not only enhances product evaluation processes but also addresses lifecycle management in product formulation and development.

A highlight of the event was a panel discussion titled “C-Beauty Breakthrough: How Local Challenger Brands Are Reshaping China's Beauty Market - and What It Means for the World.” Led by Dr. Lieve Declercq, Chief Scientific Advisor at PROYA Cosmetics and Vice President of the European Innovation Center, the session gathered industry experts from around the world to explore market trends, skincare innovations, manufacturing, and new retail strategies.

During this discussion, Dr. Declercq emphasized a noteworthy shift in consumer attitudes in China, particularly among younger audiences. She emphasized that these consumers increasingly prioritize long-term skin health and the concept of 'skin longevity'. Unlike some international markets where such trends are evolving steadily, young Chinese consumers are proactively investing in skin health at an early age. This newfound awareness leads to more informed choices regarding product efficacy, formulation logic, and the scientific merit behind these products.

The discussion illustrated how the competition among Chinese brands extends far beyond just price positioning. In high-end and niche segments, local brands are increasingly thriving and contributing to market dynamics. Furthermore, the development of national brands through digital channels greatly enhances consumer understanding, product development, and distribution strategies.

As insights from Chinese lifestyle philosophies, such as holistic skincare and traditional wellness, gain traction globally, they capture the interest of international professionals, influencers, and consumers alike. Dr. Declercq noted, “Scientific credibility and cultural resonance are foundational to the global positioning of Chinese beauty brands.”

As the global beauty landscape continues to evolve, these trends highlight the significance of scientific advancements, continued investments in research, and a deeper understanding of consumer needs among Chinese beauty brands. PROYA Cosmetics stands committed to strengthening its position internationally through research, innovative product development, and brand evolution.

Participation in Cosmoprof Worldwide Bologna not only reaffirms PROYA's strategic direction but also signifies its ongoing global expansion efforts.

About PROYA Cosmetics

As a publicly-listed company specializing in R&D, production, and sales within the Chinese cosmetics industry, PROYA possesses a diverse array of brands, including PROYA, TIMAGE, OffRelax, HAPSODE, CORRECTORS, INSBAHA, Awaken Seeds, UZERO, and ANYA. Their portfolio spans various beauty products encompassing skincare, makeup, body and hair care, as well as high-efficiency skin treatments.