It may be because it has been around for almost 20 years, an age considered mature, compared to many young Chinese brands born after 2015: cosmetics brand Proya (珀莱雅) seems to find it easy to progress on a Chinese market undergoing deep changes.
Initially specialized in skincare essentials, the brand based in Hangzhou, near Shanghai, took a strategic turn in 2019 when it launched the Black Sea Salt Bubble Mask, now a bestseller with monthly sales above a million units on the Tmall platform..
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