Rejuvaus, the high-performance skincare brand developed by skin specialist Dr Garry Cussell and featured on the cover of the Winter issue of Retail Beauty, has officially launched in the Chinese market.
This marks a significant milestone for the Australian brand, known for its cruelty-free, professional-grade products that deliver quality results.
Rejuvaus is partnering with WPIC Marketing + Technologies, a leading APAC e-commerce enabler, to bring its skincare solutions to Chinese consumers. “We are thrilled to bring Rejuvaus to China, a market that truly appreciates high-quality skincare. Our products are designed to meet the needs of sophisticated consumers who are passionate about their skincare routines,” said Dr Cussell.
Joseph Cooke, President of WPIC, shared his excitement: “We are excited to work with Rejuvaus, a brand that stands for quality and innovation, and look forward to supporting their establishment of a strong foothold in China. The Chinese market presents a tremendous opportunity for Australian brands, especially in the skincare sector. We expect Rejuvaus to flourish in this fast-growing market.”
The Chinese skincare market, valued at over AUD 60 billion, is one of the most sophisticated and rapidly growing in the world, according to WPIC. Chinese consumers are knowledgeable about skincare ingredients and have refined routines that focus on quality and efficacy. WPIC says the functional skincare segment alone is experiencing remarkable growth, increasing by over 30% year-on-year, and is expected to reach AUD 38 billion by 2025. This growth represents a unique opportunity for Rejuvaus to introduce its products to a highly engaged and discerning audience.
Working with WPIC, Rejuvaus will launch flagship stores on China’s largest cross-border e-commerce marketplace, Alibaba’s Tmall Global, as well as Douyin E-Commerce International, the e-commerce marketplace built into Douyin, China’s version of TikTok. Douyin, known for its robust e-commerce functionality, is one of the largest platforms for skincare sales. Rejuvaus will also establish an official account on Little Red Book, a platform renowned for its user-generated content and influence in beauty and lifestyle sectors.
In response to the growing demand for anti-ageing products, Rejuvaus will introduce its hero product, the ABC serum, in China under the name “RE Little Gold Bottles.” This product, known for its advanced formulation and visible results, will be a key focus in the brand’s initial market push. “Our strategy in China focuses on leveraging digital platforms and social commerce to connect with consumers. By partnering with WPIC and launching on platforms like Tmall Global and Douyin, we aim to build a strong presence and engage directly with our target audience,” said Dr Cussell.
Summer Zhou, WPIC’s Managing Director for Australia, said she expected Rejuvaus to be a favourite among Chinese skincare enthusiasts.
“Rejuvaus will resonate with Chinese consumers due to its commitment to quality,” she said. “We are confident that the brand’s focus on advanced formulations and results-driven products will make it a favourite among China’s skincare enthusiasts.”
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