As growth remained uneven across mature beauty markets, 2025 became a year defined by geographic ambition. Rather than doubling down 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 strategic agendas.
Asia emerged as one of the most active frontiers. Southeast Asia, in particular, attracted heightened attention as brands sought exposure to young, digitally engaged consumers with rising disposable incomes. Kylie Cosmetics opened its first Southeast Asia store in Singapore, using the city-state as a launchpad for broader regional growth. Orveda debuted its first Bangkok flagship as part of its global Maison 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 Indonesian store, and Mamonde entered Europe via a partnership with Lyk—illustrating how Asian brands are increasingly exporting as well as attracting inbound investment.
China remained central to long-term planning, even as entry strategies became more selective. The Ordinary confirmed plans to make its China debut, while Galderma brought Alastin® skincare into the market to tap into booming demand linked 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, signalling continued belief in China’s prestige and specialty beauty potential.
The Middle East continued to consolidate its role as a strategic growth hub. Ulta Beauty confirmed its long-awaited entry into the region through an Alshaya partnership, with its first store opening in Kuwait marking a major milestone in the retailer’s international expansion. Waldencast opened a Dubai hub to accelerate growth for Obagi, Milk Makeup and Whind, while Biosphere launched in Abu Dhabi, reflecting sustained momentum for both multinational and niche players across the GCC.
Africa and emerging markets also moved up the agenda. Woolworths expanded its beauty business into Kenya after doubling sales in South Africa, highlighting the region’s rising appetite for organised beauty retail. Natura &Co targeted Mexico for comeback growth, while Hugel expanded its footprint in Brazil through the launch of Letybo and a new distribution deal—reinforcing Latin America’s continued relevance despite macro volatility.
Europe saw both inbound and intra-regional expansion. Zalando launched its beauty division in Spain, building on its digital-first strength, while e.l.f. Beauty rolled out across the Netherlands and Belgium via Kruidvat and Trekpleister. Sephora set up 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, blending 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 rollout at Walmart and The INKEY List prepared for a full-scale launch at Ulta Beauty. Grown Alchemist expanded its US presence through Nordstrom, Liz Earle returned to the market via Amazon, and Tokyo Lifestyle cut the ribbon on a new Toronto store—illustrating the continued pull of the region despite intensifying competition.
Retail partnerships proved critical to market entry strategies. Hailey Bieber’s Rhode secured a Sephora retail deal to extend its global reach, while Medicube maker APR eyed Walmart and Target as gateways to scale in the US. H&M launched its beauty line in India to coincide with its 10-year anniversary in the market, and Super Pharm opened Israel’s first K-beauty department, reflecting how regional retailers are increasingly curating global assortments.
Taken together, 2025 underscored 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-first launches or carefully chosen retail partners, brands increasingly recognised that future growth will be shaped not just by innovation—but by where, and how, they choose to expand.
The post 2025 in Review: New Markets – Regional Expansion Accelerates Globally appeared first on Global Cosmetics News.