Jessica Alba’s The Honest Co. has entered China. 

The corporate has teamed up with global growth partner SuperOrdinary to launch on Tmall, China’s leading e-commerce platform owned by Alibaba. 

“Beauty enthusiasts in China are searching for out effective, clean beauty formulations and are desirous to integrate them into their each day routines, so it’s a natural home for Honest Beauty,” said Nick Vlahos, chief executive officer of Honest. “We consider that this latest partnership will set the inspiration for our future global expansion.”

The move comes fresh off the heels of the corporate’s July launch on Walmart’s website, which shall be followed by an in-store rollout this fall. 

Also in July, the corporate’s Honest Beauty landed in Ulta Beauty stores nationwide as a part of the corporate’s continued effort to extend its U.S. distribution. 

The brand’s Tmall storefront hosts 44 stock keeping units, including the hyaluronic acid-infused Hydrogel Cream, a tinted eye cream and a hybrid, two-sided mascara and eyelash primer.

“Clean beauty is actually coming into its own in China  — I believe two years ago, that was probably a bit of premature,” said Julian Reis, CEO and cofounder of SuperOrdinary. “Honest has all the time been a mission-driven, digitally native brand. Its concentrate on clean products and the clean lifestyle movement is something that I believe the market is in search of, especially in China.” 

Because the Chinese beauty market continues to grow, brands have increasingly sought to tap in, often seeking to seasoned partners like SuperOrdinary to assist them in navigating the highly regulated Chinese market, which incorporates ingredient restrictions not present within the U.S. 

“What we do as an organization is a deep dive into positioning the brand within the local market in order that it has the very best probability of success,” Reis said. “We predict through all the things — whether it’s the local hashtags in Mandarin to the ad campaigns that we are going to run to the content creators we’ll partner with.” 

Among the many other brands SuperOrdinary has helped to enter the Chinese market are The Abnormal, Drunk Elephant and Farmacy. 

Honest went public in May 2021, and WWD reported on the time that international sales represented just two percent of the corporate’s $300.5 million in revenue. Ripe for expansion, the corporate began talks with SuperOrdinary the identical yr.

“We’ll proceed to maintain an in depth eye on the wants and wishes of the Chinese consumer and can search for opportunities to proceed to share latest Honest products with our Honest family on this market,” Vlahos said.