On May 12, the 29th CBE China Beauty Expo grandly opened at the Shanghai New International Expo Center in Pudong! As a long-term strategic partner of CBE, Beautéville made a wonderful appearance together with more than 30 well-known domestic and foreign cosmetics enterprises in the park, including Proya, Weibao, Yufan, Qilihua and Ximeien, jointly building a cooperation and exchange platform for the beauty industry.

With the theme of "Global New Products, Premiered in Shanghai", this expo focused on global new products, technology and resources. It gathered more than 3,200 enterprises from over 40 countries and regions worldwide to participate. Over 80,000 new products, best-selling products and cutting-edge technological achievements were showcased collectively, building an important platform for exchange, cooperation and innovation display for the global beauty industry.

01 Industry Synergy, Jointly Shaping the Blueprint

At the expo's opening ceremony, Hou Juncheng, Chief Consultant of Beautéville and Chairman of Proya Cosmetics Co., Ltd., delivered a speech as a representative of Chinese beauty enterprises. He shared Proya's development vision of evolving from "Proya of China" to "Proya of the World" and introduced the construction achievements of Beautéville. He expressed his expectation to deepen collaboration with numerous domestic beauty enterprises, industry chain partners and industry media, achieve resource sharing and win-win cooperation, and jointly promote Chinese beauty brands to go global.

Hou Juncheng delivered a speech as a representative of Chinese beauty enterprises at the opening ceremony.

With the great vision of "Proya of China, Proya of the World", Chairman Hou has led the enterprise to deepen its roots in the local market while expanding its layout overseas. He has promoted the construction of China's Beautéville, built an international industrial platform, and facilitated the integration of global resources. He has also successfully built Proya into the first local beauty enterprise with annual revenue exceeding 10 billion yuan, making tremendous contributions to the revitalization of the beauty industry. For this reason, Sang Jingmin, Founder and Chairman of CBE China Beauty Expo, awarded Hou Juncheng the "2025 CBE Person of the Year Award for the Revitalization of the Beauty Industry".

Hou Juncheng Wins 2025 CBE Beauty Industry Revitalization Award

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02 Brand Agglomeration, Igniting a New Wave of Enthusiasm

At the Beautéville Pavilion, enterprises in sectors such as skincare, color cosmetics, daily chemicals, fragrances and flavors, packaging materials, OEM/ODM, and the supply chain all had independent booths. Their concise and stylish layouts, as well as innovative and distinctive representative products, attracted numerous visitors and exhibitors to stop and engage in enthusiastic discussions.

Mr. Hou and representatives from the Beauty and Health Association visited the Beautéville booth.

Many domestic and foreign merchants also came to visit and consult on cooperation at the scene out of admiration. From multiple dimensions such as brand, product and marketing, they set off towards the new economic trend and exchanged views on new ideas for the development of the beauty industry.

03 New Brand Entry, Global Premiere

Notably, at this expo, Mariaji, a sub-brand under the AJMAL Perfume Group from Dubai, officially settled in Beautéville, and a successful global premiere ceremony for its new products was held, injecting new vitality into the town's foreign-funded brand matrix.

Maryaj Perfume

This wonderful appearance at CBE Shanghai once again demonstrated Beautéville’s important position and leading role in the industry. Against the backdrop of the rise of domestic brands, technology-driven development, and accelerated globalization, the beauty industry is stepping into a new stage of more diversified, intelligent, and international development. Beautéville will continue to play its role as a platform, helping the industry seize new opportunities and achieve new breakthroughs.