09.06.22
Clean lifestyle brand The Honest Company has officially entered the Chinese market through a partnership with leading global beauty accelerator SuperOrdinary.
As part of the company’s continued plans for international expansion, Honest opened its own flagship store on Tmall Global, Alibaba Group’s innovative cross-border e-commerce platform, officially marking the brand’s first e-commerce presence in China.
“Launching in China is a key component of our international strategy,” said Nick Vlahos, chief executive officer of The Honest Company. “As one of the fastest growing beauty markets in the world, there is an incredibly high demand for clean and highly effective skin care and color innovation and we are thrilled to partner with SuperOrdinary to bring our products to consumers across this market.”
SuperOrdinary will launch and manage Honest’s presence in the Chinese market including distribution, marketing & commercialization, media, e-commerce, influencer engagement and more. Most importantly, SuperOrdinary will navigate the highly regulated Chinese market for the brand, including new restrictions, ingredient registrations and more.
The Honest Company will sell a robust product offering of skin care and color cosmetics products from the brand’s beauty line, Honest Beauty.
“We are thrilled to partner with The Honest Company to shepherd this next phase of their global brand expansion,” says SuperOrdinary founder & CEO Julian Reis. “The Honest Company has built such a prestigious brand of conscious lifestyle products in the U.S and we are beyond excited to utilize our expertise in the market to introduce the brand to a new consumer base.”
“Chinese consumers are eager to discover and integrate new clean beauty formulations into their daily routines,” said Tony Shan, head of Tmall Global, Americas, Alibaba Group. “We’re extremely pleased to partner with SuperOrdinary and The Honest Company brand to introduce such high-performing products to a new audience of millions of beauty enthusiasts in China.”
As part of the company’s continued plans for international expansion, Honest opened its own flagship store on Tmall Global, Alibaba Group’s innovative cross-border e-commerce platform, officially marking the brand’s first e-commerce presence in China.
International Strategy
The Honest Company’s international expansion efforts have been in motion since 2019, with this move into China its next strategic step in that effort. Distribution in this new market will allow the brand to bring its consumer products to a new, untapped audience.“Launching in China is a key component of our international strategy,” said Nick Vlahos, chief executive officer of The Honest Company. “As one of the fastest growing beauty markets in the world, there is an incredibly high demand for clean and highly effective skin care and color innovation and we are thrilled to partner with SuperOrdinary to bring our products to consumers across this market.”
SuperOrdinary will launch and manage Honest’s presence in the Chinese market including distribution, marketing & commercialization, media, e-commerce, influencer engagement and more. Most importantly, SuperOrdinary will navigate the highly regulated Chinese market for the brand, including new restrictions, ingredient registrations and more.
The Honest Company will sell a robust product offering of skin care and color cosmetics products from the brand’s beauty line, Honest Beauty.
“We are thrilled to partner with The Honest Company to shepherd this next phase of their global brand expansion,” says SuperOrdinary founder & CEO Julian Reis. “The Honest Company has built such a prestigious brand of conscious lifestyle products in the U.S and we are beyond excited to utilize our expertise in the market to introduce the brand to a new consumer base.”
“Chinese consumers are eager to discover and integrate new clean beauty formulations into their daily routines,” said Tony Shan, head of Tmall Global, Americas, Alibaba Group. “We’re extremely pleased to partner with SuperOrdinary and The Honest Company brand to introduce such high-performing products to a new audience of millions of beauty enthusiasts in China.”