HUDA BEAUTY CLOSES TMALL STORE; MAKES EXIT FROM CHINESE MARKET

THE WHAT Huda Beauty has shut its flagship store on the Chinese e-commerce platform Tmall, signalling its exit from the country, according to Inside Retail Asia. 

THE DETAILS Having launched into Tmall Global in 2020, the site is the brand’s only direct sales channel in China, which had more than 20 million browsers. 

Speaking to Chaileedo, a Hudy Beauty staff member said, “ The brand has stopped cooperating and is now in the stage of closing the store.”

THE WHY Huda Beauty is the latest international beauty brand to reduce their presence in China, or exit completely.

The move follows reports that L’Oreal-owned Maybelline was to gradually close all physical stores in the market, with K-beauty brand Etude House closing its flagship store on Tmall in November, 2022.