Retail in Asia


British cosmetics brand Eternaleaf to develop in the Chinese market

In November 2021, Unilever signed an agreement with Eternaleaf, a British cosmetic brand, making Eternaleaf the first international cosmetic brand to join Unilever’s UniExcubator.

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Eternaleaf, an international skincare brand that has been developing in over 20 countries in Europe and Southeast Asia for over a decade, has launched a series of signature products with its unique raw material Buah Merah extract, which have been bestsellers in international retailers such as Watsons, Rakuten, and QNET.

“As an international brand that has just entered the Chinese market, Eternaleaf knows that it is not an easy task to open up quickly in a mega market like China with a population of 1.4 billion and a cosmetic market size of 75 billion USD per year,” said the press release. “Essential support from an international cosmetic giant like Unilever is expected to quicken Eternaleaf’s expansion in China, Japan, India and other Asia Pacific markets.”

With the agreement, the UniExcubator will offer not only capital, but also the branding, marketing, channel, R&D and supply chain resources of Unilever. Eternaleaf’s development in the Chinese market is underpinned by its digital tools and customised services, among others.

Data demonstrated that international beauty giants represented by Unilever and Shiseido have been less keen on acquiring brands in recent years and have transformed into a joint model of incubation and cooperation.

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Cooperation with Eternaleaf has become one of the latest achievements of Unilever’s UniExcubator. Such an initiative will boost the development of international cosmetic brands represented by Eternaleaf.