Lubrizol backs C-beauty: Ingredients firm bullish on potential of China growth potential

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.

The aim of the partnership was to “collaborate to innovate and market beauty products that meet local market needs and regulatory requirements, driving sustainable business and industry growth,” ​the firms in a press release.

“PROYA is committed to cooperating with global industry leaders to remain at the forefront of innovation and provide customers with unparalleled experience,”​ said Hou Yameng, Deputy General Manager, PROYA.

“PROYA has relied on Lubrizol’s scientific expertise and quality ingredients since our inception and looks forward to continuing to offer consumers leading solutions based on the expertise of both organizations.”​

This partnership will see the development of exclusive active ingredients for the brand.

“Today, it’s very important to develop exclusive ingredients because everyone needs differentiation. We can bring PROYA differentiated technology and use our technical know-how to bring differentiated and exclusive ingredients to them,” ​said Wang.

One of the important areas the companies will focus on is anti-ageing, where the consumer base is getting more knowledgeable and younger as well.

“Working not just with PROYA but other local Chinese brands as well, we see they have a very strong desire to bring good products to their consumers. The Chinese consumers are very demanding, and they already know the brands from France and Korea,” ​said Wang.