Australian beauty retailer powerhouse Mecca has expanded its reach to China.

Launching on e-commerce platform Alibaba’s Tmall Global, the retailer’s first endeavour in the  fast-growing market will bring with it a number of highly coveted, new-to-market beauty brands to Chinese consumers.

The brand has launched an edit of 22 brands and more than 200 products  at its Tmall store, including its private-label offerings  Mecca Brands and Mecca Max.

Mecca’s Beauty Loop loyalty program will also now be available to Chinese customers.

Mecca founder and co-CEO Jo Horgan.

Mecca founder and co-CEO, Jo Horgan, said she was “thrilled” that the company was assisting Chinese customers, “some of the most well-informed beauty shoppers in the world”, to “unearth incredible new brands and products”.

She said  that “once they experience the Mecca magic, it will be love at first ‘add to cart’.”

Mecca’s  line up of new-to-China brands has a strong focus on A-Beauty and includes 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.

Other brands available on Tmall include Apot.Care, This Works, Philip B, Syrene, Sand & Sky, RMS Beauty and Perricone MD.

The Tmall Global launch was celebrated on Wednesday, August 19, in a penthouse party at luxury hotel The Middle House, Shanghai.

More than 100 guests attended the event, with Horgan attending the event ‘virtually’ via live stream from Melbourne.

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