As growth remained uneven across mature beauty markets, 2025 became a year defined by geographic ambition. Instead of focusing solely on core territories, brands increasingly looked outward, targeting new regions, new consumers and new retail formats as global expansion once again moved to the top of their strategic agendas.
Asia emerged as one of the most active frontiers. Southeast Asia, in particular, attracted attention as brands sought exposure to young, digitally engaged consumers with rising disposable incomes. Kylie Cosmetics has opened its first Southeast Asian store in Singapore, using the city-state as a launchpad for broader regional growth. Orveda debuted its first flagship in Bangkok as part of its Maison’s global expansion, while Lancôme opened its first boutique in Cambodia with a high-profile launch event underscoring luxury’s growing confidence in emerging ASEAN markets. Sensai cut the ribbon on its first store in Indonesia and Mamonde entered Europe through a partnership with Lyk, illustrating how Asian brands are increasingly exporting and attracting investment.
China remained central to long-term planning even as entry strategies became more selective. The Ordinary confirmed its plans to debut in China, while Galderma launched Alastin® skincare to tap into growing demand related to aesthetics and post-procedure care. Russia’s Gold Apple set its sights on Shanghai with plans for a flagship store and e-commerce launch in 2026, signaling a continued belief in China’s prestige and the potential of beauty specialties.
The Middle East continued to consolidate its role as a center of strategic growth. Ulta Beauty confirmed its long-awaited entry into the region through a partnership with Alshaya, and the opening of its first store in Kuwait marked a major milestone in the retailer’s international expansion. Waldencast opened a center in Dubai to accelerate the growth of Obagi, Milk Makeup and Whind, while Biosphere launched in Abu Dhabi, reflecting a sustained push for multinational and niche players across the GCC.
Africa and emerging markets also moved up the agenda. Woolworths has expanded its beauty business into Kenya after doubling sales in South Africa, highlighting the region’s growing appetite for organized beauty retail. Natura &Co targeted Mexico to regain its growth, while Hugel expanded its presence in Brazil through the launch of Letybo and a new distribution deal, reinforcing Latin America’s continued relevance despite macroeconomic volatility.
Europe experienced both inbound and intraregional expansion. Zalando launched its beauty division in Spain, leveraging its digital strength, while elf Beauty spread across the Netherlands and Belgium through Kruidvat and Trekpleister. Sephora created a Belgian subsidiary as LVMH prepared to enter one of Europe’s most competitive prestige retail markets, and Kiehl’s landed on Coupang’s R.Lux platform, combining global brands with local e-commerce ecosystems.
North America remained a key destination for both domestic reinvention and international entrants. Olive Young confirmed plans to open its first US store in Pasadena in 2026, while Essence Makeup secured a nationwide launch at Walmart and The INKEY List geared up for a full-scale launch at Ulta Beauty. Grown Alchemist expanded its presence in the United States through Nordstrom, Liz Earle returned to the market through Amazon and Tokyo Lifestyle opened a new store in Toronto, illustrating the region’s continued appeal despite intensifying competition.
Retail partnerships were critical to market entry strategies. Hailey Bieber’s Rhode landed a retail deal with Sephora to expand its global reach, while Medicube maker APR eyed Walmart and Target as gateways to scale in the United States. H&M launched its beauty line in India to coincide with its 10th anniversary on the market, and Super Pharm opened Israel’s first K-beauty department, reflecting how regional retailers are increasingly curating global assortments.
Overall, 2025 highlighted a clear shift in mindset. New markets were no longer treated as optional growth experiments, but as essential components of global beauty strategies. Whether through flagship stores, digital launches or carefully selected retail partners, brands increasingly recognized that future growth will be determined not only by innovation, but also by where and how they choose to expand.
