The beauty industry in China has grown by leaps and bounds in the past few years, and women there love trying new cosmetics. Chinese consumers are attracted to international brands because they believe these labels symbolize high-quality and high economic/social status.
Lime Crime makeup is one of the hot, trendy cosmetics companies from the United States that has now recently launched their brand in China, according to a business report by WARC. Doe Deere is the company’s CEO and founder, and her makeup features modern beauty with brightly colored lipstick and eyeshadow palettes. The brand has also recently debuted luscious rainbow shades of hair tints. The makeup also offers elegant glitter, iridescence and out-of-the-ordinary textures and pigments that young women have found appealing around the world.
Bringing her fantastical makeup to Chinese e-commerce was not the easiest business venture to achieve, says Kim Walls, the Global Manager for the beauty brand. There were all kinds of international challenges the company had to iron out like currency conversion, language barriers, logistics, duties and taxes.
For example, under Chinese market standards, selling wholesale cosmetics involves animal testing, and that is something LimeCrime stands strongly against. The makeup label is vegan and cruelty-free. By shipping directly from the United States, this cross-border trade issue could be avoided.
Lime Crime also chose a unique partnership with popular e-commerce fashion brand Revolve to engage the sophisticated beauty interests of Chinese women, and it appears to be a match made in the divine. Revolve is trusted by cautious Chinese consumers.
Los Angeles-based Revolve has been an excellent promoter of Doe Deere’s makeup line and puts the legitimacy factor into the beauty business because the products can on be purchased through Revolve’s e-commerce business. That puts a halt to the counterfeiters out there who try and capitalize on some other label’s hard work and talents.
For instance, last year, more than one million of their sexy lip topper products were sold through marketplaces in China, and each one was a fake.
By partnering up with Revolve, those kinds of problems can be avoided.