THE WHAT? Victoria Beckham Beauty has launched on Alibaba-owned Tmall Global this week – marking the clean beauty brand’s official entry onto the Chinese market.
THE DETAILS The brand marked the official launch via a livestream with Viya, one of China’s most influential and successful livestreamers.
Victoria Beckham Beauty revealed that it had partnered with the e-commerce giant ‘for the long term’ and would be participating in high-profile promotions such as Single’s Day on 11.11 and Queen’s Day in March.
THE WHY? Sarah Creal, CEO and Co-founder of the beauty line, told Alibaba Group that the brand was confident that it would find a ‘receptive audience’ to its products in China as awareness grows about clean beauty and that a presence on the Chinese market is a pre-requisite for any successful global brand.