09.10.12
Osiao is the Estée Lauder Companies' (ELC) new luxury brand that will make its debut in China, in mid-October. The brand was developed by ELC's Beauty Bank division, which is based in New York City, in partnership with the company's research and development teams at the Shanghai Asia Innovation Center.
Osiao will first launch in two Lane Crawford stores in Hong Kong, before eventually expanding the brand’s distribution to Mainland China.
Other major beauty companies that are already selling skincare brands to consumers in China include Shiseido, L’Oréal, and P&G Beauty.
ELC reportedly sells its other brands directly to consumers in 58 Chinese cities, and reaches more than 350 cities through e-commerce.
Osiao will first launch in two Lane Crawford stores in Hong Kong, before eventually expanding the brand’s distribution to Mainland China.
Other major beauty companies that are already selling skincare brands to consumers in China include Shiseido, L’Oréal, and P&G Beauty.
ELC reportedly sells its other brands directly to consumers in 58 Chinese cities, and reaches more than 350 cities through e-commerce.