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

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

Opening on September 1, the Florasis counter will sit in the center of the beauty floor, alongside a wide range of premium international beauty brands. The space will enable the brand to demonstrate what a fusion of Eastern beauty philosophy with Western luxury retail would look like.

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The Nomadic Glam range, inspired by the local culture of Central Mongolia, will make its debut for the event in Europe.

Known as an affordable brand in China that is loved by millions, the brand said it aims to maintain a consistent global pricing strategy. That said, pricing at Samaritan’s counter will be expected to reflect local market dynamics, including factors such as import duties and currency fluctuations.

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

“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, culturally rich products,” said Chen.

The site is expected to be attractive to both international travelers and local Parisians.

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


Samaritaine – Paris

Amael Blain, Senior Vice President of beauty at DFS, said the retailer was “thrilled with the brand because of its amazing line of cosmetics and its commitment 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 Chinese culture that have inspired the brand.

The executive noted that C-beauty brands are gaining traction and popularity among Chinese consumers. As such, DFS was interested in establishing a presence and exploring opportunities within this emerging business sector.

“We see the beauty in what Florasis stands for, from their products to the exquisite designs and equally, Florasis understands that DFS is a leader in luxury travel retail with a wide global network so our partnership could not be more timely than this. DFS will continue to monitor the C-Beauty trend, identify new brands, and bring them to our store network if these brands are relevant and will delight our customers,” he said.

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

Florasis Nomadic Glam full collectionFlorasis Nomadic Glam full collection

Florasis Nomadic Glam full collection.

Following the launch at Samaritaine, which will become a gateway to introduce China’s rich cultural heritage to a wider audience, according to Chen, there is a broader strategy for global expansion in other key international markets.

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

Chen said that experience was “instrumental in understanding new consumer preferences in a very sophisticated beauty market.”

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

The Florasis pop-up at @cosme OsakaThe Florasis pop-up at @cosme Osaka

The Florasis pop-up at @cosme Osaka.

Other major events in the pipeline for the brand in 2024 include the launch of a new skincare line designed to bridge the gap between traditional herbal medicine and contemporary skincare science, as well as a series of limited releases celebrating key cultural elements of China. artistic events and achievements.

She also confirmed that the next stage will be the implementation of the independent stores after the brand has gained enough exposure from high-profile sites and strategic partnerships.

In terms of products, Chen said the Floral Engraving Phoenix Makeup Palette continues to be a top seller after winning global awards, as it captures the essence of traditional Chinese aesthetics with modern cosmetic innovation. In addition, Lovelock’s Blooming Rouge Lipstick Collection is popular both in China and abroad for its rich pigment and nourishing properties.

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