Cosmetics giant Sephora, part of the LVMH Group, is set to launch a flagship retail site in China. The beauty boutique is collaborating with the Chinese e-tailer on the project. The site will be JD’s largest yet, encompassing over 1,200 products from over 70 different beauty brands including Dior, Guerlain, Givenchy, Benefit and Kenzoki.

Flagship store of French cosmetics maker Sephora in Paris © AFP Photo /...

Flagship store of French cosmetics maker Sephora in Paris © AFP Photo / Lionel Bonaventure

President of Sephora Asia Anne Veronique Bruel said that authenticity was an issue when choosing the right partner for the project. "Sephora is renowned for its beauty solutions from the world’s best brands," she said. "I am confident that together we will be able to provide Chinese consumers with a truly world-class online shopping experience, without the worry of counterfeits."

Meanwhile, as China’s largest e-tailer, will open up Sephora to a huge audience. "Our direct cooperation with Sephora further strengthens the confidence of cosmetics shoppers in China that is the go-to site for the most sought after authentic name-brand products," said Haoyu Shen, CEO of JD Mall.

The site will be Sephora’s first move into the Chinese e-commerce market, proving how far the brand has come since it was founded in France in 1969. The brand now sells over 200 world-class brands including its own label, Sephora Collection, and features more than 10,000 unique products across makeup, skincare, perfume, hair care, body care, professional tools and more. It comprises 2,000 retail locations in 32 countries.