The Ordinary Enters China Market Through Sephora
The Ordinary, an American skincare brand, will sell 24 products in China from February 13, including localized products and new products. In addition to Sephora, the minimalist beauty brand will also be launched on Tmall and Douyin in July.
Parent company Estee Lauder spent $12 billion to acquire The Ordinary last year, highlighting the New York cosmetics giant's focus on targeting young consumers and entering the growing mass high-end beauty market, including in the East.
Earlier this month, Estee Lauder said it was expanding its restructuring plan, including laying off 7,000 people, and reported a smaller-than-expected sales decline in the second quarter.
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