Adore Beauty to use Alibaba’s online retail platform to expand into China

Australia-based online cosmetics and beauty products company Adore Beauty is planning to expand its business into the Chinese market through Alibaba’s Tmall online retail platform.

As part of the expansion, Adore Beauty will provide via Tmall 50 products from six Australian brands, including Evo, Lanolips, Asap, Alpha-H, Skinstitut and ELEVEN.

Backed by retail group Woolworths, Adore Beauty aims to expand its reach abroad for the first time with the new initiative, reported The Australian.

The company is also expected to be benefitted by the Chinese Government’s recent moves, which aim to tighten the authority’s hold on cross-border e-commerce.

Adore Beauty founder and CEO Kate Morris was quoted by The Australian: "We are taking a test and learn approach. We are starting shipping out of Australia first before we look at shifting stock over to a bonded warehouse in China."

After the US, China has the second largest cosmetics consumer market in the world.

Adore Beauty stated that the company had already been selling its products to several Chinese and Asian customers in Australia and is also planning to launch Alibaba’s payment system Alipay on its Australian web site.

Morris added: "Particularly given the demand from Chinese consumers for high-quality Australian products, we think it has great potential."

This year, Adore Beauty is estimating to earn revenues of $15m to $16m, up to 70% more than last year.

Last May, Woolworths bought a 25% stake in Adore Beauty, while the remaining 75% is being retained by the founders of the company.

Adore Beauty currently has more than 150 cosmetics brands and 10,000 beauty care products.

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Image: Adore Beauty will provide 50 products from six Australian brands, including Evo, Lanolips, Asap, Alpha-H, Skinstitut and ELEVEN, via Tmall. Photo: courtesy of digitalartvia FreeDigitalPhotos.net.