THE WHAT? L’Oréal-owned Shu Uemura has cut the virtual ribbon on a flagship store on JD.com. The high-end beauty brand will sell its famous Cleansing Oil, foundation and lipsticks among other products.

THE DETAILS The J-beauty brand is known for its innovative make-up, suitable for Asian consumers, making it a good fit for the Chinese e-commerce behemoth.  

THE WHY? With 552 million annual active users, and those under the age of 25 the fastest-growing demographic, JD Beauty has attracted several prestige cosmetics brands as they vie to win the hearts of the next generation of shoppers.