British beauty brand Jo Malone is set to enter China.

The company will open a retail space at Shin Kong Mitsukoshi department store in Beijing, offering not only its range of products, but also providing consultations, including gifting advice and custom scent creation.

Jo Malone has been owned by Estee Lauder since 1999 and is available in 33 countries worldwide.

“We believe that the understated luxury of Jo Malone London, along with the brand’s use of high-quality and rare ingredients, will appeal to the very discerning Chinese consumer,” said Fabrice Weber, Estée Lauder’s president of the Asia-Pacific region.

The company plans to open a standalone Jo Malone store in Beijing in December.

Long term plan includes opening 50 Jo Malone shops-in-shops and standalone stores across China over the next few years.