Sephora Goes Straight for Chinese Consumers With New Online Flagship

The beauty retailer has opened an outpost on the popular online mall JD.com.
Avatar:
Eliza Brooke
Author:
Publish date:
Social count:
1949
The beauty retailer has opened an outpost on the popular online mall JD.com.
Lipsticks from Marc Jacobs Beauty, one of Sephora's exclusive brands. Photo: Sonia Recchia/Getty Images

Lipsticks from Marc Jacobs Beauty, one of Sephora's exclusive brands. Photo: Sonia Recchia/Getty Images

In a bid to get in with Chinese shoppers, Sephora is extending its reach in the region — online, at least. On Wednesday, the LVMH-owned beauty retailer announced that it would be opening a "flagship" store on the Chinese e-mall JD.com, a competitor to Alibaba. 

Though Sephora has grown its China store network to over 155 locations since it first touched down in 2005 and already operates a Chinese version of its own site, setting up shop on JD.com puts it in front of a much larger swath of the population. According to a rep for the mall, Sephora will be the largest cosmetics retailer on the platform, which of course puts it in an even better position.

Another benefit to exerting its presence in China by teaming up with a major e-commerce player? Fighting the sale of counterfeit beauty products. Anne Veronique Bruel, the president of Sephora Asia, said in a statement that she is "confident that together we will be able to provide Chinese consumers with a truly world-class online shopping experience, without the worry of counterfeits." The CEO of JD.com, too, noted that the partnership will help establish the website as "the go-to site for the most authentic name-brand products" — so that goes both ways.