The announcement was made at the end of August that the beauty brand founded by actress Jessica Alba had partnered with accelerator SuperOrdinary to launch into the Chinese market with an exclusive store in Alibaba Group's Tmall Global e-commerce platform.
According to the release The Honest Company has been working on entering the Chinese market since 2019.
“Launching in China is a key component of our international strategy,” said Nick Vlahos, Chief Executive Officer of The Honest Company, in the release. “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 innovation and we are thrilled to partner with SuperOrdinary to bring our products to consumers across this market.”
SuperOrdinary, which has helped other US brands enter the Chinese market, will manage The Honest Company's presence in China, including navigating the strict and changing regulatory environment.
"Partnering with Honest Company is an incredible opportunity for us to broaden our portfolio of personal care brands and beyond into the Chinese market," SuperOrdinary CEO Julian Reis told CosmeticsDesign through a representative. “This is a particularly exciting moment as Honest is a key leader in the clean lifestyle brand movement - there is a growing appetite for clean beauty and lifestyle brands in the Chinese marketplace and SuperOrdinary is now at the forefront of bridging that gap."
Click through to learn more about these companies and moves like these into the Chinese cosmetics market.