PROYA Cosmetics Showcases Multibrand Portfolio at Cosmoprof Worldwide Bologna 2026

From March 26 to 28, 2026, PROYA Cosmetics Co., Ltd. showcased its extensive portfolio at the 57th Cosmoprof Worldwide Bologna, one of the world's leading beauty fairs. This year, the company presented its flagship brand PROYA alongside TIMAGE, OffRelax, and the newly launched INSBAHA, which aims to redefine beauty standards across various categories including skin care, makeup, and hair treatment.

The event not only served as a platform for product launches but also as a space for industry professionals to identify emerging trends and discuss the latest developments in the beauty sector. Renowned for its scientifically grounded products, PROYA showcased an impressive range of offerings at its booth, reflecting its dedication to high efficacy skin care and consumer engagement.

In a carefully curated multibrand presentation, PROYA emphasized its commitment to sustainability through various Environmental, Social, and Governance (ESG) initiatives. The company's booth brought attention to its strategic approach for product evaluation and lifecycle management during formulation and development. By focusing on these key aspects, PROYA is reinforcing its position in the global cosmetics market, paving the way for innovation and responsible beauty practices.

During the event, Dr. Lieve Declercq, PROYA's Chief Scientific Advisor and Vice President of the European Innovation Center, led a Cosmotalks roundtable discussion. The session, titled "The Rise of Chinese Beauty: How Emerging Local Brands are Transforming the Market and What it Means for the World," gathered industry experts from various backgrounds to discuss market research, skin care innovation, manufacturing, and new retail approaches.

Dr. Declercq highlighted a significant shift among Chinese consumers, particularly those in their twenties, who are increasingly prioritizing long-term skin health and the concept of "skin longevity." Unlike some international markets where this trend is gradual, young Chinese consumers are actively investing in preventive measures and optimizing their skin health. They are more informed about products, seeking not merely effectiveness but also understanding the formulation logic and scientific evidence supporting their choices.

This consumer behavior is prompting brands, including PROYA, to invest more in preventive strategies, long-term research, and evidence-based product development. Brands are transcending price positioning, particularly in the premium and specialized segments, showing a stronger presence in the market.

Moreover, the continued expansion of national brands through digital channels reflects advancements in consumer understanding, product development, and channel strategies. An emerging trend noted during discussions is the global appeal of Chinese-inspired lifestyle concepts, such as holistic skin care and traditional wellness philosophies, increasingly gaining traction through social media platforms. This trend is sparking interest among professionals, influencers, and consumers worldwide. Dr. Declercq pointed out that the global positioning of Chinese beauty brands is not solely reliant on scientific credibility but also incorporates their cultural perspectives.

As these advancements unfold, PROYA Cosmetics continues to strengthen its international presence through ongoing research, product development, and brand evolution. The participation in Cosmoprof Worldwide Bologna exemplifies the company's commitment to extending its reach on a global scale.

ABOUT PROYA COSMETICS

Founded as a leading company in China's cosmetics industry, PROYA specializes in R&D, production, and sales of a diverse range of beauty products. Its comprehensive brand portfolio includes PROYA, TIMAGE, OffRelax, HAPSODE, CORRECTORS, INSBAHA, Awaken Seeds, UZERO, and ANYA. These brands cover an extensive spectrum of products, ranging from high-efficacy skin care to makeup and hair care.

TIMAGE