In 2025, beauty brands shifted their focus from consolidating existing markets to actively pursuing new geographic territories. As growth in mature markets proved inconsistent, companies increasingly targeted new regions, consumers, and retail formats. This strategic pivot indicates that global expansion has regained prominence in business planning.
Asia, particularly Southeast Asia, became a significant focus. Brands were drawn to the region's young, digitally active consumers and their increasing spending power. Kylie Cosmetics launched its first Southeast Asian store in Singapore, aiming for wider regional growth. Orveda opened a flagship store in Bangkok, and Lancôme debuted its first boutique in Cambodia, signalling confidence in emerging ASEAN markets. Asian brands also looked outwards, with Sensai opening its first Indonesian store and Mamonde entering Europe through a Lyk partnership.
China remained a key market, though entry strategies became more refined. The Ordinary planned its Chinese debut, and Galderma introduced Alastin® skincare to meet demand for aesthetics and post-procedure care. Russia's Gold Apple also announced plans for a Shanghai flagship and e-commerce launch in 2026.
The Middle East continued its role as a growth hub. Ulta Beauty entered the region via an Alshaya partnership, opening its first store in Kuwait. Waldencast established a Dubai hub to support brands like Obagi and Milk Makeup, while Biosphere launched in Abu Dhabi, showing sustained momentum for various beauty players.
Africa and other emerging markets gained attention. Woolworths expanded its beauty business into Kenya, and Natura &Co targeted Mexico for growth. Hugel strengthened its presence in Brazil with Letybo and a new distribution deal, demonstrating Latin America's ongoing importance despite economic volatility.
Europe saw both international brands arriving and European companies expanding. Zalando launched its beauty division in Spain, while e.l.f. Beauty rolled out in the Netherlands and Belgium. Sephora established a Belgian subsidiary. Kiehl’s also expanded its reach by listing on Coupang’s R.Lux platform.
North America attracted both domestic developments and international brands. Olive Young planned its first US store in Pasadena for 2026. Essence Makeup secured a national rollout at Walmart, and The INKEY List prepared for a full launch at Ulta Beauty. Grown Alchemist expanded its US presence through Nordstrom, and Liz Earle returned to the market via Amazon. Tokyo Lifestyle opened a new store in Toronto.
Retail partnerships were vital for market entry. Rhode secured a Sephora deal, and Medicube maker APR targeted Walmart and Target in the US. H&M launched its beauty line in India, and Super Pharm opened Israel’s first K-beauty department. These examples show how regional retailers are increasingly curating global product assortments.
Overall, 2025 highlighted that new markets are now essential components of global beauty strategies, not merely experimental ventures. The choice of where and how brands expand will significantly shape their future growth.
