Jessica Alba’s Honest Company Taps into China Through Alibaba’s Tmall Global Platform – Retail Technology Innovation Center


“Launching in China is a key part of our global strategy,” said Trust CEO Nick Vlahos.

The company went public on the Nasdaq last year and the first few months of this year have been tough as consumers return to in-store shopping across product categories. The brand had to contend with inflation and supply chain disruptions.

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

At the time of the IPO, Tamam pointed to Alba’s large following in Asia as one of the largest addressable markets in the world.

“Chinese consumers are eager to discover and integrate new, clean beauty formulas into their daily routines,” said Tony Shan, Alibaba’s US Global Head.

“As one of the fastest growing beauty markets in the world, there is an incredibly high demand for the purest and most effective skin care and color innovation,” comments Vlahos.

Many international brands have been struggling to break into China’s clean beauty market due to mandatory animal testing and growing domestic competition.

The Honest Company is working with distributor SuperOrdinary to explore the highly regulated Chinese market, including marketing and business issues, influencer engagement and, most importantly, restrictions and ingredient registrations.

Shoppers on Tmall Global can choose from a variety of in-stock items, from Hydrogel Cream, Hyaluronic Acid Infused Face Cream, to High Length Mascara + Lash Primer.



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