02.27.24
TikTok-viral C-beauty color cosmetics brand Florasis has named Gabby Chen president of global expansion.
Chen previously served as the head of beauty for Lane Crawford Group in China. She founded her cosmetics brand, Mood Editing Cosmetics, which was acquired by NetEase. It played a key role in bringing the Kendall+Kylie fashion line to the Asia-Pacific market.
“It’s truly an honor to be a part of the team here at Florasis,” said Chen. “With a rich history of brand recognition, especially in representing Eastern aesthetics, I look forward to expanding our presence on the global stage.”
Within the next year, Chen’s primary goal is to expand Florasis into new markets, including developing a retail presence in Europe and the Middle East and opening a flagship store in Japan. The brand is also gearing up to expand on its e-commerce platforms by launching a US TikTok shop to enhance consumer engagement in North America.
Within the next year, Chen’s primary goal is to expand Florasis into new markets, including developing a retail presence in Europe and the Middle East and opening a flagship store in Japan. The brand is also gearing up to expand on its e-commerce platforms by launching a US TikTok shop to enhance consumer engagement in North America.
With more than 18 years of experience across multiple marketing industries, Chen will spearhead Florasis’ international growth strategies, focusing on leveraging consumer insights and strategic planning to establish the brand as a leading name in the global beauty market.
“We're ecstatic to have Gabby onboard to steer our global journey,” said Florasis Cofounder Freeman Ren. “We are dedicated to accelerating our efforts, eagerly seeking further support and feedback to enhance our strategy, expanding internationally in the following years, and establishing the brand as a leader in the cosmetics industry.”
Unification of Skincare and Makeup
Since launching, Florasis has focused on its dedication to botanical and plant-based skincare, rooted in traditional Chinese medicinal herbs, botanicals and floral essences using cutting edge technology and research to unify both skincare and makeup. With its innovative products created by local artisans honoring ancient craftsmanship, the brand says it aims to celebrate tradition and culture.
Most recently, the brand launched its Nomadic Glam Collection. Inspired by the nomadic spirit of the Mongolian culture, China’s ethnic minority, the leather product packaging designs – which use the intricate traditional Ulzii pattern symbolizing knowledge, wealth, happiness and good karma – merge fine leather material with sophisticated prints for a hint of luxury, per the brand. The full collection is available online at Florasis.com and Amazon.