L’Oréal’s minority investment in LAN marks a strategic shift from acquisition to partnership in China’s beauty market. Beyond the brand itself, the deal reveals how global beauty giants are rethinking risk, localisation, and long-term growth in an increasingly fragmented and culturally specific consumer landscape.

VIVAIA is a China-born DTC footwear brand that quickly scaled globally through product innovation, flexible manufacturing, and a focused global strategy. Learn how it outpaced Allbirds and became a leading sustainable fashion brand.