Estée Lauder Companies has announced the launch of its popular skincare brand, The Ordinary, in China. This week, the brand made its debut at Sephora China, with plans to expand to Tmall and Douyin by summer.
The initial product lineup will feature The Ordinary’s best-sellers, along with new formulations specifically tailored for Chinese consumers.
Jesper Rasmussen, Global Brand President of Deciem, The Ordinary’s parent company, emphasized the strategic importance of the move. “China is the second-largest beauty market in the world, after the US, and it took time to ensure we were positioned to enter at this scale,” Rasmussen told WWD. “We’re launching with a robust product selection, including some adaptations and new offerings designed for the Chinese market.”
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