市场习惯以规模、速度和份额衡量增长。对一个品牌而言，增长同样关乎方向：产品能否拥有更长久的生命力，文化价值能否持续积累，品牌能否与人建立更深的连接。
这正是美美上海2026秋季展提出「向上之美 ASCENDING BEAUTY」的起点。“向上”意味着让产品与文化相融，在回应真实生活与精神需求的过程中，找到属于自己的表达，并由此影响人们理解美、理解生活的方式。
当“向上”不再只有单一的尺度，它也就拥有了不同的路径。我们邀请本届参展品牌、行业人士与内容创作者，从各自的实践与观察出发，谈谈他们所理解的「向上之美」：美可以向哪里生长？一个品牌，又该如何在变化的市场中成为更真实、更完整的自己？
以下，是我们与5个美业品牌围绕「向上之美」展开的一次共谈。
The market tends to measure growth in terms of scale, speed and market share. For a brand, growth is equally a question of direction: Can its products achieve greater longevity? Can its cultural value deepen over time? Can it build stronger connections with people?
This thinking formed the starting point for ASCENDING BEAUTY, the theme of Beauty Shanghai 2026AW. “Ascending” means bringing products and culture together, finding a voice of one’s own by responding to the realities of people’s lives and their deeper aspirations, and ultimately shaping how people understand beauty and life.
When “ascending” is no longer defined by a single measure, different paths begin to emerge. We invited exhibiting brands, industry professionals and content creators to draw on their own practices and observations and share what ASCENDING BEAUTY means to them: In which directions can beauty grow? And how can a brand become a truer, more fully realized version of itself in a changing market?
Below, we bring together five beauty brands for a conversation on ASCENDING BEAUTY.
⮕ ENG
感谢美美上海提出「向上之美」这个主题。相比讨论增长本身，我们也更关心：品牌将向哪里生长？
这一年，东边野兽做了几件相关的事情。我们发布全新艺术家联名身心护理系列「净之野」，继续探索“净”。在我们看来，净化不是抵达某种状态，而是一种持续整理、修复与重新连接的过程。我们也举办了品牌展「野力无边」，将东方草本从产品延伸至艺术、文化与日常体验，让更多人重新认识它的价值。我们参与《伦敦合伙人》节目，开始尝试走向海外。我们希望分享的不只是产品，更是东方草本的智慧，以及一种源于中国文化的生活方式；也期待听见不同文化对东方草本的理解，在交流中不断丰富自己的表达。
或许，向上并没有标准答案。对东边野兽来说，它更像一种持续生长的状态——回到本源，也走向更广阔的世界，在探索与真实连接中，长出属于自己的表达。
Thank you to Beauty Shanghai for introducing this year’s theme, Ascending Beauty. Beyond growth itself, we’ve been asking a similar question: Where should a brand grow?
This year, Herbeast took several meaningful steps. We launched JING, a new artist collaboration for body care, continuing our exploration of purification. To us, purification is an ongoing process of restoring, reconnecting, and finding balance. We also presented our brand exhibition, Untamed, Unbound, extending Eastern herbal wisdom beyond products into art, culture, and everyday life. Through our participation in London Partners, we began exploring overseas markets, hoping to share not only our products, but also the wisdom of Eastern herbs and a lifestyle rooted in Chinese culture, while deepening our own perspective through cultural exchange.
Perhaps there is no single answer to what it means to ascend. For Herbeast, it is an ongoing journey of returning to our roots while opening ourselves to the world—finding our own voice through exploration and genuine connection.
⮕ ENG
在 Off&Relax 的理解中，「向上之美」从来不是单一维度的向外扩张，而是如自然之水一般，兼具奔涌向前的蓬勃张力，与向内沉淀的柔韧生命力。
破土伸展是向上，在快节奏的都市生活中重启身心自愈的力量，同样是一种向内扎根的向上。作为亚洲头皮整全愈养专家，我们从水中汲取灵感与能量，从毛囊、皮脂腺、屏障、毛干四维靶点切入，结合澄明、沉静、从容、蓬勃的香氛力量，打造养护头皮亦疗愈身心的「整全愈养」生态，将水的疗愈哲学转化为可感知的产品、仪式、空间与体验，回应都市人对身心松弛与自我关照的深层需求。
对我们而言，真正的品牌向上，从来不是追逐市场的速度与规模，而是持续深耕头皮整全愈养的专业价值，与用户建立长久的精神连接。我们期待与美美上海一同，见证美业多元向上的生长力量。
To Off&Relax, the concept of "Ascending Beauty" is never a one-dimensional outward expansion. Instead, it mirrors natural water—possessing both surging, forward momentum and resilient vitality rooted in inner stillness.
Breaking through soil to reach skyward is one form of ascent; reigniting the body and mind’s self-healing capacity amid fast-paced urban life is another kind of upward growth, grounded deep within ourselves. As an Asian specialist in holistic scalp restoration, we draw inspiration and vital energy from water. Our formulas target four core layers: hair follicles, sebaceous glands, scalp barrier and hair shafts. Paired with serene, composed, tranquil and invigorating fragrance profiles, we have built a holistic scalp care ecosystem that nurtures the scalp while soothing the soul. We translate water’s healing philosophy into tangible products, self-care rituals, immersive spaces and sensory experiences, addressing urban dwellers’ profound desire for mental relaxation and self-care.
For our brand, genuine upward evolution never lies in chasing market expansion or rapid growth. It means continuously deepening our professional expertise in holistic scalp wellness, and forging lasting spiritual bonds with our users. We look forward to partnering with Meimei Shanghai to witness the diverse, ascending vitality of the beauty industry.
⮕ ENG
生命不被定义，玫瑰不只一面。每一种美，都有向上生长的方向。
从法国格拉斯到云南玉龙雪山，玫瑰在自然界盛开出一万五千多种生命的可能。对安的玫瑰庄园而言，追求的不仅是市场增长，更是在自然经纬与文化长河中探寻玫瑰的真迹。
正如每片花瓣都独特而不可复制，每个人也拥有多面的灵魂镜像。我们将玫瑰转化为身体的礼物，以芬芳包裹肌肤与情绪，探索更丰盈的自我。多面玫瑰系列延伸出不同意趣，推崇自然净化仪式，打造富有能量的现代身体护理之序。
Life defies definition, and a rose has more than one facet. Every form of beauty finds its own way to grow.
From Grasse, France, to Yulong Snow Mountain in Yunnan, roses bloom in more than 15,000 expressions of life. For ANN’S ROSARY, the pursuit goes beyond market growth: it is a search for the rose in its truest form, across the landscapes of nature and the long continuum of culture.
Just as every petal is unique and impossible to replicate, each of us possesses a multifaceted inner self. We transform roses into gifts for the body, enveloping skin and emotion in fragrance as we explore a richer, fuller sense of self. The Multifaceted Rose Collection reveals the rose in its many expressions, embracing cleansing rituals inspired by nature and creating an energising modern body-care regimen.
⮕ ENG
向上之美，是时光深处的坚守，亦是永无止境的求索。
它不满足于既有的抵达，而执着于未知的追问。
在美业奔涌向前的浪潮中，历经市场沉浮，消费迭代，始终恪守本心，笃定向上发展之路。在沉淀中积蓄力量，在变革中探索新生，致力为行业、合作伙伴与终端消费者创造可持续的长期价值。
向上既是姿态，也是答案；是所有美业同行者共同奔赴的方向。以长久坚守为底色，以持续探索为路径，与时代同频，步步铿锵。
向内沉淀精进，向外携手共生，赋予美丽事业生生不息，持续生长的蓬勃力量。
广州盈星 · LET YOUR BEAUTY SHINE ON
The beauty of striving for betterment is the perseverance in the depths of time, and it is also an endless pursuit.
It is not satisfied with the existing achievements, but persists in pursuing the unknown.
Amidst the surging tide of the beauty industry, we have weathered market fluctuations and consumption iteration, steadfastly adhering to our core values and committed to the path of upward development. We gather strength through accumulation, explore new life in transformation, and strive to create sustainable long-term value for the industry, our partners, and end consumers.
"Looking up represents both a posture and an answer; it is the direction that all beauty industry peers are striving towards. With long-term commitment as the foundation and continuous exploration as the path, we resonate with the times and make every step with determination.".
Precipitate and strive internally, collaborate and coexist externally, endowing the beautiful cause with endless vitality and continuous growth.
Charming Star· Let Your Beauty Shine On
⮕ ENG
美美上海 2026 秋季展以「向上之美 ASCENDING BEAUTY」为主题，延续往届对美的深层探讨，也让我重新思考品牌成长真正的内核。
HARNN 心中的向上之美，是品牌坚持天然植萃配方、传承泰式香氛美学，持续打磨每一款身体护理与香氛产品；是用富有辨识度的香调叙事，向大众传递松弛治愈的生活方式；也是脱离低价内卷，依靠独有的东南亚香氛文化底蕴与消费者建立深层情感联结。
当下美妆赛道同质化严重，真正的向上，是深耕自有美学、沉淀品牌价值。很感谢本次展会搭建交流平台，让各品牌共同探讨美的本质。未来我也期待和行业同行一同坚守长期主义，不靠短期营销博弈，以产品力与文化力稳步实现品牌价值向上生长。
The 2026 Beauty Shanghai Autumn Fair takes "Ascending Beauty" as its theme, carrying on the in-depth exploration of beauty from previous sessions and prompting me to reconsider the true core of brand growth.
To HARNN, ascending beauty embodies three persistent pursuits. We stick to natural plant-derived formulas, inherit traditional Thai aromatherapy aesthetics, and polish every body care and fragrance product with dedication. We create distinctive scent narratives to convey a soothing, restorative lifestyle to consumers. We also step away from vicious price competition, and build profound emotional connections with customers relying on our exclusive Southeast Asian aromatic cultural heritage.
Homogenization has become prevalent across the beauty industry nowadays. Real progress means delving deep into our exclusive aesthetics and accumulating lasting brand value. I am grateful that this exhibition offers a communication platform where all brands can jointly explore the essence of beauty. Moving forward, I hope to uphold long-term philosophy together with industry counterparts. Instead of chasing short-term marketing gimmicks, we will rely on solid product strength and unique cultural charm to achieve steady, value-driven brand growth.
⮕ ENG
