MECCA is expanding its international reach, partnering with cross-border e-commerce platform, Alibaba’s Tmall Global, to create a luxury multi-brand flagship in China.

The Australian beauty retailer’s first endeavour in the fast-growing market will bring with it a number of highly coveted, new-to-market beauty brands to China via Tmall, with a strong focus on A-Beauty.

Brands include - Frank Body, Go-To, Lanolips, The Beauty Chef, Dr. Dennis Gross Skincare, Cosmetics 27, Briogeo, Sol de Janeiro, Ere Perez, Volition, Goldfield & Banks and Merci Handy, as well as MECCA’s own signature line brands, Mecca Cosmetica and MECCA MAX.

I started MECCA with the desire to make every customer look and feel their best. From our very first store in the Melbourne suburb of South Yarra, to now launching in China our second international market, we have stayed true to this philosophy over the last 23 years," said MECCA Brands founder and co-CEO Jo Horgan. "I am thrilled that we are assisting Chinese customers, some of the most well-informed beauty shoppers in the world, to unearth incredible new brands and products and know that once they experience the MECCA magic, it will be love at first ‘add to cart’.

In total there will be an edit of 22 brands and over 200 unique products, also including Apot.Care, This Works, Philip B, Syrene, Sand & Sky, RMS Beauty and Perricone MD.

Beyond brands, MECCA’s Tmall Global flagship will deliver unprecedented digital service and beauty expertise tailored to how customers choose to shop beauty.

In a truly customer-centric approach, MECCA has worked to replicate its physical instore experience digitally with the retailer’s beauty advisors fully trained and committed to providing exceptional customer service and advice.

Also, MECCA’s famed Beauty Loop loyalty program will be available on Tmall delivering exclusive offers, gifts and surprises to reward customers for their love of beauty.

Last May, global prestige beauty retailer Sephora made a similar move by joining forces with Tmall Global to launch a flagship store dedicated to connect Chinese beauty addicts with global trends.