Beauty market

Jessica Alba’s The Honest Co. launches in China on Tmall – WWD

The Honest Co. by Jessica Alba has entered China.

The company has teamed up with global growth partner SuperOrdinary to launch on Tmall, China’s leading e-commerce platform owned by Alibaba.

“Beauty enthusiasts in China seek effective and clean beauty formulations and are eager to incorporate them into their daily routines, so this is a natural home for Honest Beauty,” said Nick Vlahos, CEO of Honest. “We believe this new partnership will lay the foundation for our future global expansion.”

The move comes hot on the heels of the company’s July launch on Walmart’s website, which will be followed by an in-store rollout this fall.

Also in July, the company’s Honest Beauty landed in Ulta Beauty stores nationwide as part of the company’s ongoing efforts to increase distribution in the United States.

The brand’s Tmall storefront hosts 44 stocking units, including hyaluronic acid-infused hydrogel cream, a tinted eye cream, and a two-sided hybrid mascara and lash primer.

“Clean beauty is definitely coming into its own in China – I think two years ago it was probably a little premature,” said Julian Reis, CEO and co-founder of SuperOrdinary. “Honest has always been a mission-driven, digital-native brand. I think the focus on clean products and the clean living movement is something the market is looking for, especially in China. »

As China’s beauty market continues to grow, brands have increasingly sought to exploit, often seeking seasoned partners like SuperOrdinary to help them navigate China’s highly regulated market, which includes restrictions on ingredients not present in the United States.

“What we do as a company is a deep dive into positioning the brand in the local market so it has the best chance of success,” Reis said. “We’re thinking about everything from local Mandarin hashtags to ad campaigns we’ll run to content creators we partner with.”

Other brands that SuperOrdinary has helped enter the Chinese market include The Ordinary, Drunk Elephant and Farmacy.

Honest went public in May 2021, and WWD reported at the time that international sales accounted for just 2% of the company’s $300.5 million in revenue. Ripe for expansion, the company entered talks with SuperOrdinary the same year.

“We will continue to closely monitor the wants and needs of the Chinese consumer and look for opportunities to continue sharing new Honest products with our Honest family in this market,” Vlahos said.