Global prestige beauty retailer Sephora has joined hands with Chinese cross-border e-commerce platform Tmall Global to launch a flagship store dedicated to connect Chinese beauty addicts with global trends.

To create online-offline synergy, a show room presenting cross-border beauty products with "cloud shelves" will also be available in some Sephora physical stores.

"Based on our long-term relationships with global beauty brands, we are glad to cooperate with Tmall Global to introduce overseas brands into China market. Through the synergy of online and offline channels, consumers can access overseas brands," said Benjamin Vuchot, Asia President of Sephora. "This initiative is very special to Sephora, as we are celebrating the 15th anniversary of Sephora in China this year. The opening of the Sephora Tmall Global Flagship Store offers a great opportunity for Sephora to continue reinforcing its commitment to the China market."

The store provides Chinese consumers with 600 products from 25 overseas brands, that cover make-up, skincare, fragrance and hair care products, enabling them to turn on their beauty power without national boundaries.

The Sephora Tmall Global Flagship Store is launched with a series of signature brands making their debuts in China, including Natasha Denona, a popular American beauty brand well known on social media for its eye shadow palette, and Sunday Riley, an emerging brand that embraces global beauty trends, technology and plant extracts. Iconic global brands, such as Fenty Beauty, French independent perfume house Bon Parfumeur, natural skincare brand Farmacy, skin health expert brand Dermalogica.

Rooted in China for 15 years, Sephora has witnessed the constant evolution of China’s beauty needs. “Today, consumers are not satisfied with just popular big name brands but instead desire a wider range of choices of niche overseas brands that help them to demonstrate their personal style with a bold and ’dare-to-try’ attitude,” says the retailer.