Sephora launched Tmall flagship store in China

Sephora China has launched a flagship store on Alibaba’s B2C platform Tmall Global.

The Sephora Tmall Global flagship features a selection of beauty brands including Fenty, perfume house Bon Parfumeur, and skincare brands like Farmacy and Dermalogica. The cross-border store also introduced a series of beauty lines’ China debut such as Natasha Denona and Sunday Riley.

As part of the launch, the beauty retailer unveiled its first showroom presenting cross-border beauty products with “cloud shelves” in a physical Sephora store.

“Through the synergy of online and offline channels, consumers can access overseas brands to fulfill their emerging and evolving needs,” said Benjamin Vuchot, president of Sephora Asia. “This initiative is very special to us, as we are celebrating the 15th anniversary of Sephora China this year.

“The opening of the Sephora Tmall Global flagship store offers a great opportunity for Sephora to continue reinforcing its commitment to the China market, by catering to the Chinese consumer’s ever-changing trends and evolving needs to enhance their beauty power,” Vuchot said.

The Sephora Tmall Global flagship houses 600 products from 25 overseas beauty brands in the country.