Sephora Partners with Tmall, launching Global Flagship Store

This article was originally published on Beauty Matter.

Sephora announced a partnership with Tmall Global, the leading cross-border e-commerce platform in China. The Sephora Tmall Global flagship store will carry 25 international brands, including Rihanna’s Fenty Beauty, Bon Parfumeur, Farmacy, and Dermalogica, and more than 600 products.

This partnership connects Chinese customers to the world and synchronizes the local community with global beauty trends by bringing together numerous emerging and popular overseas beauty brands and offering the benefit of breaking geographical and time barriers through cross-border e-commerce...

Franklin Chu, Managing Director of Azoya USA, said of the announcement, “Sephora has been running offline stores in China for fifteen years, but its product selection has been limited due to China’s animal testing requirements, which prohibit cruelty-free brands from selling offline. The new Sephora Tmall Global store is a game changer because cross-border e-commerce doesn’t have to abide by those requirements. Sephora can now supply the market with niche brands that may be more difficult to find. In short, Sephora’s cross-border e-commerce store can act as an incubator for these new brands that want to test the China market, without investing significant amounts of capital or going through animal testing processes.” Read More.