C-beauty Leader Florasis Sets Sight on Global Expansion With Samaritaine

LONDON —  Florasis, a leading C-beauty brand known for beautiful Chinese traditional culture-inspired products and packaging, has partnered with DFS, the selective retail arm of LVMH Moët Hennessy Louis Vuitton, to open its first outpost in Europe at Samaritaine Paris Pont-Neuf.

Opening on Sept. 1, Florasis’ counter will sit at the center of the beauty floor, adjacent to a wide array of international premium beauty brands. The space will enable the brand to demonstrate what the fusion of Eastern beauty philosophy with Western luxury retailing would look like.

The Nomadic Glam range, which is inspired by the local culture of Inner Mongolia, will make its European debut for the occasion.

Known to be an affordable brand in China  loved by millions, the brand said it aims to maintain a consistent global pricing strategy. That said, the pricing at the Samaritaine counter will be considered to reflect the local market dynamics, including factors like import duties and currency fluctuations.

Gabby Chen, global expansion president at the Hangzhou-based Florasis, locally known as Hua Xizi, said the partnership with DFS, particularly at Samaritaine in Paris, provides the brand with“a strategic location synonymous with luxury and style.”

“This partnership is exclusive in the French market for one year. It allows us to establish a strong brand presence and exclusivity that appeals to the luxury consumer’s desire for unique and culturally rich products,” added Chen.

The location is expected to appeal to both international travelers and local Parisians.

“This dual focus allows us to capture the cosmopolitan essence of Paris, catering to luxury consumers looking for unique beauty products whether they are visiting from abroad or are residents appreciating local and international luxury offerings. The exclusive nature of our DFS partnership further enhances the appeal to those seeking unique shopping experiences that cannot be found elsewhere in the French market,” explained Chen.

Amael Blain, senior vice president of beauty at DFS, said the retailer was “captivated by the brand due to its impressive cosmetic lineup and dedication to exquisite packaging design.”

He added that Samaritaine will host a series of masterclasses for VIPs in L’Appartement, a members-only lounge, to learn about the history of Florasis, its products, and parts of the Chinese culture that have inspired the brand.

The executive observed that C-beauty brands have been gaining traction and popularity with Chinese consumers. Therefore, DFS was interested in establishing a presence and exploring opportunities within this emerging business segment.

“We see the beauty in what Florasis stands for, from their products to the exquisite designs and likewise, Florasis appreciates how DFS is a leader in luxury travel retail with an expansive global network hence our partnership cannot be more opportune than this. DFS will continue to monitor the C-Beauty trend, identify new brands, and bring them to our network of stores if these brands are relevant and will delight our customers,” he added.

Blain also confirmed that the retailer aspires to introduce Florasis to more DFS locations across the globe in the near future.

Following the launch at Samaritaine, which becomes a gateway to introduce the brand’s rich Chinese cultural heritage to a wider audience, according to Chen, there is a broader strategy to expand globally into other key international markets.

Japan was the first international market the brand expanded into. It now has an online distribution deal with Amazon and opened a pop-up counter at Isetan Shinjuku last September.

Chen said that experience has been “instrumental in understanding the nuanced preferences of consumers in a highly sophisticated beauty market.”

“Japanese consumers value both tradition and innovation, aspects that are core to our product development. Insights gained from our Japanese market will influence not only product formulation but also marketing strategies, focusing on authenticity, heritage, and technological advancement in beauty solutions. These learnings will be crucial as we prepare for our upcoming launch at GinzaSix in Tokyo in the fourth quarter of 2024,” added Chen.

Other key events in the pipeline for the brand in 2024 include the launch of a new skin care line designed to bridge the gap between traditional herbal medicine and contemporary skin care science, as well as a series of limited-edition releases that celebrate key Chinese cultural events and artistic achievements.

She also confirmed that the rollout of stand-alone stores will come next after the brand gains enough exposure from high-profile locations and strategic partnerships.

In terms of products, Chen said the Floral Engraving Phoenix Makeup Palette continues to be a top seller after winning global accolades, as it captures the essence of traditional Chinese aesthetics with modern cosmetic innovation. Additionally, the Blooming Rouge Love Lock Lipstick Collection has seen remarkable popularity, both in China and abroad for its rich pigmentation and nourishing properties.