LONDON — Joyce Beauty, the boutique beauty retailer that derives from the Hong Kong-based legendary fashion concept store Joyce, has formed a strategic partnership with China’s e-commerce giant JD.com.

Joyce Beauty said the alliance with JD.com marks “a recent chapter in its cross-border business,” which was launched in 2021, 4 years after the wonder concept expanded into the mainland China market with its sister retailer Lane Crawford.

Prior to this partnership, Joyce Beauty introduced area of interest brands to China through the WeChat mini program and its flagship at Jing An Kerry Centre in Shanghai.

JD.com said it values Joyce Beauty’s ability in curating unique area of interest brands. Under the partnership, JD.com will offer Joyce Beauty 1 million renminbi price of promotional and traffic-directing incentives in 2023 to assist boost its visibility.

As well as, Joyce Beauty may also partner with JD.com to create an online-to-offline experience for potential customers, akin to live streaming from Joyce Beauty’s brick-and-mortar stores, VIP in-store workshops, and content collaboration with the brands which might be under Joyce Beauty’s curation.

“Together, we hope to rewrite the playbook of marketplace e-commerce. At JD.com, we imagine that platform e-commerce may also transcend just discounts and promotions, it also needs to have the option to assist enrich customers’ aspirations and knowledge of beauty,” said a representative from JD.com.

“Joyce Beauty is the proper partner to assist us exhibit that. We imagine that combined with the resources we offer, it’ll change into the leading player within the China area of interest beauty market,” the JD.com representative added.

Miriam Bray, managing director of Joyce Beauty China and chief executive officer and founding father of Chrysalis Beauty, the licensee of Joyce Beauty in mainland China, said, “We’re particularly excited with JD.com’s commitment to shifting focus from their very own stores to brands’ flagship stores. This can open up a world of possibility when it comes to exposure for brands like Joyce Beauty.”

JD.com has traditionally been successful in running the in-house business, and since 2021 the Chinese e-tailer has been shifting gears to enable third-party partners like Lagardère Travel, Mytheresa, and LVMH Moët Hennessy Louis Vuitton to profit from its high volume of site traffic.

On top of being the exclusive licensee of Joyce Beauty in mainland China, Chrysalis Beauty offers distribution and consultancy services inside the Greater China region to brands including Leonor Greyl, Omorovicza, Dr. Barbara Sturm, Augustinus Bader, and Vyrao.