THE WHAT? The Honest Co has partnered with SuperOrdinary to enter the Chinese market for the first time, according to a report published by WWD. The brand will sell its clean beauty line via Alibaba’s Tmall platform.
THE DETAILS The move is part of a wider drive to expand distribution; the company launched in Ulta stores and on Walmart’s website over the summer. The brand’s Tmall offer will comprise 44 SKUs spanning skin care and make-up.
THE WHY? Nick Vlahos, CEO of Honest Co told WWD, “Beauty enthusiasts in China are seeking out effective clean beauty formulations and are eager to integrate them into their daily routines, so it’s a natural home for Honest Beauty. We believe that this new partnership will set the foundation for our future global expansion.”