Huda Beauty May Exit Chinese Market
- Chaileedo Press
- Jan 4, 2023
- 3 min read
Huda Beauty's only official channel in China, Overseas Flagship Store on Tmall, has closed. In addition, offline points of Huda Beauty at the aforementioned DFA Duty Free store may also be withdrawn.
The world's popular beauty brand Huda Beauty has taken down all its products from its overseas flagship store on Chinese online shopping platform Tmall. The store homepage is no longer searchable on the platform. The store's customer service staff told CHAILEEDO, "The brand has stopped cooperating and is now in the stage of closing the store."
According to public information, in 2010, Huda Kattan, known as the "Kardashian of the Middle East", established a social media account to share her makeup skills. She became the number one Instagram beauty blogger in the world a few years later. To date, Huda Beauty has over 50 million followers on Instagram and over 4 million subscribers on her Youtube channel.
It is reported that in March 2020, Huda Beauty announced its high-profile presence on Tmall Global. On the opening day, with the help of KOLs such as Li Jiaqi and others, Huda Beauty's star product Huda Beauty Mercury Retrograde Eyeshadow Palette sold out in a second. Other public information shows that more than 300,000 people came to visit the store on the opening day, and the store browsing volume exceeded 20 million. And on Xiaohongshu, the #hudabeauty tag has more than 8 million views.
Huda Kattan has publicly stated, "Being on Tmall Global is a key step for the brand to deploy the Chinese market. We hope to use it to better understand the Chinese market and Chinese consumers." After this, Huda Beauty continued to advance the brand's presence in China. In May 2021, Huda Beauty opened a counter in the DFA Duty-Free Shop at The Venetian Macao Resort Hotel.
However, only two months later, the official account of Huda Kattan on Xiaohongshu stopped updating. Two days later, on December 31, its official Weibo account was also not updated again after posting New Year wishes.
Until October 2022, a Xiaohongshu user posted that "Huda Beauty's overseas flagship store has been closed." The store's customer service staff said that the store almost entered the closing stage around October (2022)."
According to customer service of the overseas flagship store of Huda Beauty on Tmall, the Tmall overseas flagship store is the only official channel for Huda Beauty in China. Therefore, the store's closure means that Huda Beauty currently has no official purchase channel in China. As the reason of closing the store, the store's customer service staff said, "the brand has stopped cooperating".
As of press time, CHAILEEDO found that the overseas flagship store of Huda Beauty on Tmall could no longer be searched by searching keywords such as Huda Beauty, and the dialogue interface showed "Failed to get store".
According to previous media reports, Shanghai The Lian Internet Technology Co. (hereinafter The Lian) is the digital marketing agency of Huda Beauty, Curel, Drunk Elephant. A staff member told CHAILEEDO, "At present, Huda beauty is no longer operated by The Lian." When asked about the reason for the closure of Huda Beauty, the staff did not reply.
In addition, CHAILEEDO learned that the Huda Beauty counter at the aforementioned DFA duty-free store may also be pulled off. "There are indeed rumors that the counter will be pulled out, but the specific time is not clear." The relevant staff of this DFA duty-free store said in response to CHAILEEDO's request for confirmation that Huda Beauty sells flat in duty-free stores in general and has been on sale recently.
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