THE WHAT? Huda Beauty’s stock of Mercury Retrograde eyeshadow palettes is said to have sold out in seconds upon the brand’s launch on the Tmall Global platform in China, according to a press release published by e-commerce behemoth Alibaba.
THE DETAILS The Dubai-based brand listed a number of products on the site, including lipstick, foundations, blush and false eyelashes and saw more than 300,000 visitors to its flagship store on opening day.
Founder Huda Kattan teamed up with local KOL Austin Li to promote the launch. “We have always had a consumer-first approach and are constantly striving to provide them with the best shopping experience possible. As a platform, Tmall Global seems to be the perfect fit when keeping the consumer journey and experience top of mind,” said Kattan.
THE WHY? The brand is hoping to ‘connect with the beauty community in China’ – with eye make-up sales booming in China, thanks to the trending ‘mask make-up’ look, it’s a smart move.