Premium Online Beauty & Cosmetics Retailer in the UK

Feelunique is Europe's largest online premium beauty retailer, offering 35,000 products from over 800 brands worldwide. Feelunique developed international retail sites across 120 markets worldwide. In response to exploding demand for international beauty and cosmetics products, Feelunique partnered with Azoya in 2015 on their China expansion journey.

Multi-channel e-commerce presence in China

Due to various limitation such as animal tests and supply chain, Feelunique decided to sell directly to China via cross-border e-commerce instead of building local retail presence. Azoya provides a suite of digital solutions and services to help retailers and brands sell cross-border to China, which is a great fit for Feelunique. Apart from tackling various challenges including e-com platform, international logistics, and payments, Azoya also provide end-to-end customer care services from digital marketing, conversion and customer retention.

One of the highlights from Feelunique’s digital and e-commerce efforts in China market has been that it adopts an up-to-date and actionable digital strategy. Continuously invest in digitalization is another crucial element in China’s expansion. As new consumer trends/consumption behaviours emerge, Azoya and Feelunique work together to explore untapped potential and flourish on China’s popular e-commerce and social media platforms, including Tmall Global, WeChat mini program.

When Internet users’ daily social media usage and screen hours become increasingly scattered – consumers are active on multiple channels and it make sense for brands to look at opportunities from different platforms.

In the partnership, Azoya offered comprehensive end-to-end solutions for Feelunique including:

1.Multi-channel China e-commerce (official brand presence through a Chinese language transactional website, WeChat mini-program, native mobile APP and marketplace stores including Tmall Global, JD Worldwide, Kaola and Little Red Book)

2.Daily operation: campaign planning, merchandising, promotion planning, customer service, logistics management, etc.

3.Digital marketing across various platforms: social media, search engines, marketing partnership, live-streaming, influencer (KOL) marketing, paid media.

4.Brand management: content creation, public relationship management, social hearing

5.Customer loyalty building, customer relation management, membership systems

6.Data analytics and strategy consulting

Feelunique Tmall Global flagship store

Brands rely on the customers of marketplaces to get to know the brand and make the purchase. Tmall Global has been reckoned as the best place for international retailers to test the China market and grow sales, as Tmall Global owns a colossal number of users and the user demographic is certain.

Feelunique’s Tmall flagship store debuted in 2019, with better service and more authenticity concerned customers. 

Feelunique social commerce footprints

In 2015, Azoya helped Feelunique quickly set up presence via official China e-commerce site, which was localised to create a user experience for Chinese customers. To reassure Chinese consumers that they are buying directly from an authentic British retailer, Feelunique’s global official website invite Chinese users to visit its.CN site. Customers pay the same prices as they do in UK - a competitive offer that has made Feelunique a popular online place for high-quality, imported cosmetics in China.

With over 5 years of successful independent store operation, Feelunique launched the official China dedicated App (iOS & Android) in April 2020 for loyal customers. The App is completely designed for Chinese shopping behaviour and leverages various China-exclusive functions. 

Following the success of its standalone site and Tmall Global’s flagship store, Azoya assists the renown British beauty retailer to develop a robust social presence in China. Azoya’s cutting-edge solution and technology continue to help Feelunique form a closer relationship with customers on WeChat.

The WeChat mini-program of Feelunique China launched in 2020 featured a seamless user experience, allowing Feelunique to improve the shopping experience of digital-savvy customers in China while also allowing more social functions, including sharing, friendship coupons, group buying, and WeChat live-stream.

Brand partnership

To fulfil Chinese customers’ desire for high-quality, authentic, imported products, Feelunique continuously partners with brands to bring niche & indie merchandise to China market. For emerging brands, the Feelunique site is a relatively low-investment channel to enter China quickly.

  • One of the largest cross-border indie-beauty platforms in China.
  • Wide brand assortment ranging from international known brands to indie and niche brands: over 35k products, 800 brands
  • Native shopping experience; seamless multi-channel integration
  • Widely recognized as the leading beauty e-commerce platform in China
  • High value customers that want to try niche & indie brands


back to partners

You may also like