Santa Monica, the Group’s self-owned brand, officially entered 200 stores operated by AFIONA, a nationwide beauty retail chain, in September 2026, further expanding its presence in the Chinese Mainland. This move aligns with the Group’s long-term strategy for the development of self-owned brands and marks a new stage in Santa Monica’s retail expansion.
With the continued expansion of its retail network, Santa Monica now has more than 300 points of sale, representing growth of 400% since April 2026. This has further enhanced the brand’s market coverage and consumer reach. During the year, the brand continued to broaden its product portfolio and retail channels, laying a foundation for future development.
On 19 September, Santa Monica partnered with AFIONA to host the “Celebrity One-Day Store Manager” event in Chengdu, featuring artist Wang Yunchen. The event integrated celebrity, retail-channel and cross-category resources, generating coordinated exposure for fragrance and eyewear products. Through pre-event promotion, countdown communications and on-site interactions, the event strengthened engagement with target consumers.
On the event day, Santa Monica ranked No. 1 in fragrance-category sales across AFIONA’s nationwide stores. Compared with other brands participating in similar events, Santa Monica delivered stronger fan-to-store conversion performance. AFIONA’s management team attended the event and recognised the high degree of alignment among Santa Monica’s brand positioning, Wang Yunchen’s public image and the brand’s target consumer group. The project was also selected by AFIONA as one of its representative brand collaboration cases of the year. The event further strengthened Santa Monica’s connection with target consumers and demonstrated the Group’s ability to integrate brand, retail-channel and partner resources.
Ms. Wendy Lau, Brand Principal of Santa Monica, said: “Santa Monica reflects the Group’s long-term commitment to developing self-owned brands and driving sustainable growth. We are committed to building a brand that resonates with consumers and has long-term development potential. Self-owned brands allow us to build deeper connections with consumers, shape the direction of brand development and create long-term value for the Group’s brand portfolio.”
Looking ahead, Santa Monica will continue to broaden its product portfolio and retail network, while working closely with retail partners to gradually expand its consumer reach in the Chinese Mainland. The Group will continue to support Santa Monica’s development through disciplined brand building and long-term value creation.
