09.06.22
The Honest Company, the digitally-native brand leading the clean lifestyle movement, has officially entered the Chinese market through a partnership with leading global beauty accelerator SuperOrdinary.
As part of the company’s continued plans for international expansion, Honest opened its own flagship store on Tmall Global, Alibaba Group’s innovative cross-border e-commerce platform, officially marking the brand’s first e-commerce presence in China. SuperOrdinary will launch and manage Honest’s presence in the Chinese market including distribution, marketing and commercialization, media, e-commerce, influencer engagement and more. SuperOrdinary will navigate the highly-regulated Chinese market for the brand, including new restrictions, ingredient registrations and more.
“Launching in China is a key component of our international strategy,” said Nick Vlahos, CEO of The Honest Company. “As one of the fastest growing beauty markets in the world, there is an incredibly high demand for clean and highly effective skin care and color innovation and we are thrilled to partner with SuperOrdinary to bring our products to consumers across this market.”
The Honest Company’s international expansion efforts have been in motion since 2019, with this move into China its next strategic step in that effort. Distribution in this new market will allow the brand to bring its consumer products to a new, untapped audience.
“We are thrilled to partner with The Honest Company to shepherd this next phase of their global brand expansion,” said SuperOrdinary Founder & CEO Julian Reis. “The Honest Company has built such a prestigious brand of conscious lifestyle products in the US and we are beyond excited to utilize our expertise in the market to introduce the brand to a new consumer base.”
Product Offering Includes Skin Care and Color Cosmetics
The Honest Company will sell a robust product offering of skin care and color cosmetics products from the brand’s beauty line, Honest Beauty. Honest Beauty products are trusted by consumers all over the globe for their clean, effective and high-performance formulations. The brand will offer a selection of its most beloved products.
These include Hydrogel Cream, a cooling, hyaluronic acid-infused face cream made with two sizes of hyaluronic acid, squalane, and jojoba esters; Calm + Porefect Serum, a sensitive skin-friendly serum that improves texture and minimizes the appearance of pores; Honestly Bright Eyes Tinted Eye Cream, a hyaluronic acid- and squalene-infused subtly-tinted eye cream that helps diffuse dark circles, hydrates and includes light reflecting pearl for instant brightening; and Extreme Length Mascara + Lash Primer, brand founder Jessica Alba’s must-have double-sided mascara and lash primer designed to work together to deliver ultimate length and volume.
These include Hydrogel Cream, a cooling, hyaluronic acid-infused face cream made with two sizes of hyaluronic acid, squalane, and jojoba esters; Calm + Porefect Serum, a sensitive skin-friendly serum that improves texture and minimizes the appearance of pores; Honestly Bright Eyes Tinted Eye Cream, a hyaluronic acid- and squalene-infused subtly-tinted eye cream that helps diffuse dark circles, hydrates and includes light reflecting pearl for instant brightening; and Extreme Length Mascara + Lash Primer, brand founder Jessica Alba’s must-have double-sided mascara and lash primer designed to work together to deliver ultimate length and volume.