Proya Refiles for Hong Kong IPO to Support Expansion
The move would give the Chinese beauty group access to offshore capital as it looks to support growth and strengthen its international position.
The move would give the Chinese beauty group access to offshore capital as it looks to support growth and strengthen its international position.
The expansion signals continued confidence in specialist K-beauty retail in the UK, even as product trends and consumer adoption move more slowly than in Korea.
Rising exports and stronger global demand are drawing more capital into South Korea’s beauty sector, with deal activity spreading from brands into packaging, manufacturing and distribution.
The partnership gives K-beauty broader access to UK department store retail through a specialist-led model spanning online and physical points of sale.
The program lowers a common barrier to cosmetics recycling by allowing consumers to return used fragrance and skincare packaging without washing or disassembling it.
The move gives THOME a high-visibility ambassador as the brand pushes a compact skincare device aimed at consumers in their twenties.
The 2025 results point to mounting pressure on older mass-market Chinese beauty groups as offline weakness and higher selling costs outweigh e-commerce growth.
The move marks the retailer’s first large-scale international showcase and positions Japan as the first stop in a broader effort to export Olive Young’s retail model alongside K-beauty brands.
The activation supports Luna’s Japan push as the Aekyung Industrial brand says its local offline distribution has already expanded to more than 10,000 points of sale.
The 2025 results show how heavily China’s largest domestic beauty groups still rely on online sales, even as growth shifts across brand and category lines.