Retailing, Franchising, and Consumerism Business Intelligence in China

Makeup Brand Urban Decay Enters China

L'Oreal's makeup brand Urban Decay announced to formally enter the Chinese market.

On April 7, 2020, Urban Decay announced via official WeChat channel to select Hong Kong singer G.E.M. as its global brand representative. Meanwhile, the brand formally launched its Tmall flagship store. At present, Urban Decay's Tmall flagship store has over 70,000 fans.

Urban Decay was established by the makeup expert Wende Zomnir in 1996 and it was acquired by L'Oreal Group in 2012. Its most popular item is NAKED eye shadow tray, which sold one billion units since 2010.

Fabrice Megarbane, president and CEO of L'Oreal China, said that they hope the launch of Urban Decay could promote the recovery of the Chinese makeup market after the epidemic is under control and it is just a beginning. L'Oreal China plans to launch 100 new products in the recent period and they will launch new retail stores and makeup technologies in China.

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