In recent years, the global beauty industry has seen the rise of a new consumer trend—"quiet luxury"—and China is no exception. Traditionally, Chinese consumers have showcased their appetite for luxury through visible, high-end products from brands like La Mer and La Prairie, with premium skincare symbolizing status and beauty. However, this landscape is rapidly evolving as affluent Chinese consumers shift their focus from surface-level luxury to more meaningful investments in personal well-being, longevity, and inner beauty.