The limited-edition Haute Beauté Go-Cushion Glow is launching in the brand’s flagship in Shanghai’s Xintiandi neighborhood.

PARIS — Valentino Beauty is broadening its push into China with the launch of a first Haute Beauté product, which will be sold exclusively in its revamped Shanghai flagship.

“It’s a tipping point for us as a brand,” said Claudia Marcocci, global president of Valentino Beauty and Mugler Beauty, and chief executive officer of Mugler Couture at L’Oréal. “Of course, we have incredible success in the western world — namely in the U.S. and Europe with fragrances. But at the moment, we are becoming a power brand in the beauty industry, which is what Valentino, as a brand, deserves to be.”

She said this never could happen without Asia, especially China, or makeup. That’s where the limited-edition Haute Beauté Go-Cushion Glow comes in.

“We’ve been playing quite successfully in makeup in China,” Marcocci continued, referring to the “prêt-à-porter” color cosmetics collection that’s been selling well there over the past three to four years, due especially to Go-Cushion Glow.

“It’s the closest you can get to a fashion accessory,” Marcocci said.

In China, Valentino’s Go-Cushion Glow ranks sixth year-to-date, having risen four places against last year, according to the platform Beauty Research. In the second quarter of 2026, the cushion came in fifth, up six places year-over-year.

Cushions, which are portable beauty product-infused sponges held in compacts, represent a huge business. 45 billion, with the Asia-Pacific region generating 55 percent of that, according to Strategic Revenue Insights.

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