Coty-owned Philosophy has opened an online store on Alibaba’s popular Tmall e-commerce site, according to a report published by China Daily.

CEO Camillo Pane told China Daily that the company believes that Tmall is the best way to engage with young Chinese consumers, and plans to introduce further brands from the portfolio in the near future.

“It is just the beginning. There’s no doubt that we are going to strengthen our capability in e-commerce; this is our current focus,” he said in an interview with the paper.

According to data compiled by Mintel, some 70 percent of Chinese consumers opt to shop for beauty and personal care products online over bricks-and-mortar stores and 37 percent conduct research online before making a purchase.