Retail in Asia

In Trends

Beauty retailer Sephora launches 1st online flagship store in China on

French beauty retailer Sephora on Wednesday launched its first and only Chinese online flagship store on, China’s largest online direct sales company.

Sephora’s online store will be the largest cosmetics store on’s platform, featuring over 1,200 items from more than 70 leading international cosmetic brands, including Dior, Guerlain, Givenchy, Benefit and Kenzoki, among dozens of others.

"Sephora is dedicated to providing the best, most trusted beauty solutions for our customers, while making shopping more efficient, intelligent and fun," said Anne Veronique Bruel, president of Sephora Asia. "That’s why we are delighted to be partnering with Chinese e-commerce pioneer, which is known for its superior customer service, fast nationwide delivery and longstanding reputation as the online source for guaranteed product authenticity. Sephora is renowned for its beauty solutions from the world’s best brands. I am confident that together we will be able to provide Chinese consumers with a truly world-class online shopping experience, without the worry of counterfeits."

The cosmetics giant was acquired by fashion conglomerate LVMH group in 1997 and now it has over 2,000 locations in 32 countries. Sephora China stores offer more than 200 world-class brands, featuring more than 10,000 unique products across makeup, skincare, perfume, body care, and more.

"’s Beauty Channel is focused on providing the highest-quality products and services to our customers and we are very excited to offer Chinese consumers convenient access to leading beauty solutions from Sephora, one of the world’s top retailers," said Haoyu Shen, CEO of JD Mall. "As China’s largest e-tailer, we are able to offer Sephora an end-to-end e-commerce solution that ensures Chinese consumers have the best possible brand experience when purchasing their beauty products online. Our direct cooperation with Sephora further strengthens the confidence of cosmetics shoppers in China that is the go-to site for the most sought after authentic name-brand products."’s marketplace is increasingly becoming the platform of choice for both domestic and internationally renowned brands and manufacturers seeking to reach the company’s massive base of active Chinese shoppers. Fashion brand Uniqlo opened a flagship store on its marketplace platform last month, joining Gap, Levi’s, Lacoste, and Marks & Spencer to reach China’s online shoppers.