Beauty Without Paradigm, Radiating Its Own Aura | MC Aesthetics Launches “Walking with Beauty” Project in China, Crafting a New Paradigm of “Self-Pleasure”

ShanghaiJune 18, 2026 /PRNewswire/ — Merz Aesthetics, the world’s largest company dedicated exclusively to medical aesthetics^[1], announced on June 17 that the highly anticipated MASJ (Merz Aesthetics Serendipity Journey) “In Harmony with Beauty” project (hereinafter referred to as the “In Harmony with Beauty” project) has officially launched its local initiative in China. This project combines Merz Aesthetics’ global expertise in personalized aesthetics with local insights, aiming to deeply listen to the needs and desires of beauty seekers and provide them with more scientific and confident “self-care” solutions.

At the “Beauty Without Paradigms, Radiance Within” media exchange event, Merz Aesthetics formally outlined the Chinese pathway for the “In Harmony with Beauty” project to the industry and shared its steadfast commitment to “long-termism” and “personalized aesthetics” as a century-old German family-owned company.

William Cui, General Manager of Merz Aesthetics China, stated: “The needs of Chinese beauty seekers are becoming more personalized and rational, which aligns perfectly with Merz Aesthetics’ long-standing advocacy of embracing individual beauty and the philosophy of ‘Empowering Confident Authenticity.’ Medical aesthetics should go beyond mere physical enhancement; we are committed to being a long-term partner in the confidence journey of beauty seekers.”

The “In Harmony with Beauty” project is not a one-time effort but a long-term exploration that began in the Asia-Pacific region in 2018. After three iterations and upgrades to version 3.0, the project’s original intention was to reject a single standard of beauty and focus on embracing “the unique beauty of every individual.” In 2025, Merz Aesthetics released its first global research report, “Pillars of Confidence: Global Insights on Aesthetics and Self-Affirmation,” providing key theoretical support for the project’s implementation. Data shows that over 70% of beauty seekers view medical aesthetics as an important means to improve their quality of life and sense of self-affirmation. Meanwhile, Chinese respondents had the highest global acceptance of self-care concepts, exceeding 89%^[2], further confirming that “self-care” is the core driver of China’s medical aesthetics consumption.

“This data has made us clearly realize that ‘self-care’ is the essence of the growing needs of Chinese beauty seekers. The core anchor for the ‘In Harmony with Beauty’ project’s launch in China is based on the three pillars of confidence—’Sense of Security, Sense of Control, and Sense of Identity’—proposed in the ‘Pillars of Confidence’ report,” said William Cui. “On one hand, the project has initiated a special in-depth survey targeting Chinese beauty seekers. By collaborating with authoritative research institutions for thorough analysis, we aim to uncover the inner thoughts and confidence states of different groups, while simultaneously advancing the writing of related white papers. On the other hand, based on the survey results and combined with Merz Aesthetics’ star products, we will continuously upgrade beauty solutions to more precisely meet personalized aesthetic demands.”