Beauty market

Jessica Alba’s The Honest Company lands in China via the Alibaba Tmall Global platform — Retail Technology Innovation Hub

“Launching in China is a key part of our international strategy,” said Nick Vlahos, president and CEO of Honest.

The company went public last year on the Nasdaq and the first few months of this year have been tough with shoppers returning to in-store purchases in its product categories. The brand also had to contend with inflation and supply chain disruption.

It is now launching new products, expanding with new retail partners, and improving the digital experience on Honest.com.

At the time of its IPO, Honest indicated that it had an opportunity to leverage Alba’s large audience in Asia to gain access to one of the largest addressable markets in the world.

“Chinese consumers are eager to discover and integrate new clean beauty formulations into their daily routines,” said Tony Shan, head of Tmall Global at Alibaba in the Americas.

“As one of the fastest growing beauty markets in the world, there is an incredibly high demand for clean and highly effective skincare and color innovations,” comments Vlahos.

Many international brands have struggled to enter the clean beauty market in China for reasons such as required animal testing and growing local competition.

The Honest Company works with distributor SuperOrdinary in areas such as marketing and merchandising, influencer engagement and, most importantly, navigating the highly regulated Chinese market, including ingredient restrictions and registrations.

Shoppers on Tmall Global will be able to choose from a range of stocking units, from its Hydrogel Cream, a face cream infused with hyaluronic acid, to its Extreme Length Mascara + Lash Primer.