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Chinese cosmetic brands are expanding into the US and Europe after dominating their domestic market. Companies like Proya and Florasis are increasing their international presence, with Proya set to launch products in 400 Ulta Beauty stores. The shift in perception of Chinese products is aiding this expansion, although brand recognition remains low in Western markets. The success of South Korean cosmetics serves as a model for these brands, which are targeting the mid-price segment. However, geopolitical tensions complicate their entry into the American market, prompting some companies to adjust their strategies accordingly.