Core Viewpoint - The article discusses the rising popularity of Chinese beauty products and makeup styles in overseas markets, particularly in Japan, South Korea, and Southeast Asia, as the dominance of Japanese and Korean beauty trends wanes [1][11][18]. Group 1: Chinese Makeup Trends - Chinese-style makeup, particularly "Douyin makeup," has gained significant traction internationally, with a reported 6.5 billion views on TikTok under the Douyin Makeup tag by the end of 2022 [10]. - The trend has led to a cultural exchange where foreign users, such as American beauty influencer Essences Whitaker, actively replicate Chinese makeup styles learned from platforms like Douyin and Xiaohongshu [2][7][10]. Group 2: Market Dynamics - The export value of Chinese beauty products has surged, with a reported 348.61 billion yuan in exports from January to September 2023, marking a 26.6% year-on-year increase [16]. - In 2023, the retail value of Chinese cosmetics reached 414.2 billion yuan, reflecting a 5.1% growth, with Southeast Asia and Japan being key export destinations [16][18]. - Chinese cosmetics are increasingly favored in South Korea, with exports to the country rising approximately 190% in the first eight months of 2023 [16]. Group 3: Competitive Landscape - The article highlights a shift in consumer preferences in South Korea, where consumers are now more inclined towards affordable Chinese beauty products rather than high-end Korean brands, which have seen a decline in sales [13][16]. - Despite the growth, the article notes that Chinese beauty brands still face challenges in achieving global recognition and establishing a strong presence in the high-end market [19][21][22].

Core Viewpoint - The investment by Proya (珀莱雅) in HuazhiXiao (花知晓) marks a strategic move to enhance its business ecosystem and capitalize on the growing influence of HuazhiXiao in both domestic and international markets [2][4]. Group 1: Investment Details - Proya's subsidiary, Proya (Hainan) Investment Co., acquired a 38.45% stake in HuazhiXiao, making it the second-largest shareholder [2]. - The specific financing amount for the investment has not been disclosed [2]. - Following the investment, Proya's representative on HuazhiXiao's board will be Jin Yanhua, who has been with Proya since 2018 [3]. Group 2: HuazhiXiao's Market Performance - HuazhiXiao, established in 2016, has successfully expanded into international markets, including Japan, Singapore, Malaysia, North America, and Europe [3]. - In 2022, HuazhiXiao achieved annual sales exceeding 400 million yuan and entered nearly 1,000 offline retail stores globally [3]. - The brand focuses on appealing to young consumers with its unique aesthetic and product offerings, including concealers, lipsticks, and highlighters [3]. Group 3: Proya's Strategic Goals - Proya emphasizes its commitment to international expansion, with a focus on markets in Japan and Southeast Asia [5]. - The company is planning a Hong Kong stock listing as part of its global development strategy, which includes both supply chain and brand expansion [5]. - Proya's financial performance shows a revenue of 5.362 billion yuan for the first half of 2025, reflecting a year-on-year growth of 7.21% [5].