Chinese online retailer of beauty products Jumei International has won the rights to market a luxury brand from the LVMH stable – and another from Australia.

It follows widespread reticence among major international brands to expose themselves to counterfeiting threats on Chinese websites.

Jumei says it has been authorised to begin selling an exclusive set of beauty products from Givenchy, a brand owned by the LVMH group, and lines from Australia’s Jurlique cosmetics. The products have already been listed on Jumei’s platform.

Jumei will sell 38 different Jurlique cosmetics products each labelled with anti-counterfeit tracking codes.

The etailer says the partnerships form part of its effort to raise product quality standards not only for its own business, but also for the entire Chinese beauty products industry.

“We selected Jumei as our exclusive online partner due to their outstanding sales record, diversified marketing solutions, commitment to fighting counterfeit beauty products and strong brand recognition. We look forward to deepening our relationship with Jumei as we seek out new ways to cooperate,” said Dong Liang, brand manager for Givenchy Cosmetics in China.

“Jumei’s online platform, its deep involvement in the Authentic Beauty Product Alliance (ABPA), internal anti-counterfeit measures, robust customer base and diversified marketing solutions make Jumei the ideal partner for Givenchy and Jurlique.

As of September 30, the ABPA had 102 members and it is expected more brands will join by the end of 2014.

Leo Chen, founder and CEO of Jumei, says the company wants to work with more and more established international brands and work with them to eliminate fake and counterfeit products.

Jumei, listed on the NYSE, is rated by Frost & Sullivan as China’s largest online retailer of beauty products, with a 22 per cent market share based on gross merchandise volume.