Top MCN builds its own beauty brand: Three things practitioners should watch

Top MCN builds its own beauty brand has been gaining momentum. Data shows that in Q4, online channel share reached 68%, and industry attention is clearly rising. This piece breaks down three things practitioners should watch using public information and platform data.

Supply-side changes are equally visible. Proya Lab’s layout in Chengdu, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

On the data side, online channel share reached 68%, with month-on-month improvement through Q4. This suggests three things practitioners should watch is a structural trend rather than short-term noise.

For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Chengdu; and treat compliance and data capability as the new moat.

Bottom line: top mcn builds its own beauty brand is moving from concept to execution — three things practitioners should watch. Brands should review strategy before Q4 and prioritise channels and segments with higher certainty.

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