LVMH-owned cosmetics retailer Sephora has opened a flagship store on Chinese eCommerce site JD.com.

Sephora, which already as a successful retail network in tier one Mainland China cities, says the move wil help it break into the eCommerce market there, and reach consumers in smaller urban markets.

“This marks a significant step forward for Sephora, the leading beauty retailer of LVMH Group, in its eCommerce and overall retail strategy for China,” the two companies said in a statement.

Upon launch, Sephora’s store will be the largest cosmetics store on JD.com’s platform, featuring over 1200 items from more than 70 international cosmetic brands, including Dior, Guerlain, Givenchy, Benefit and Kenzoki.

Anne Veronique Bruel, president of Sephora Asia, said she is confident that Sephora, JD.com will be able to provide Chinese consumers with “a truly world-class online shopping experience, without the worry of counterfeits”.

Haoyu Shen, CEO of JD Mall added: “We are able to offer Sephora an end-to-end eCommerce solution that ensures Chinese consumers have the best possible brand experience when purchasing their beauty products online. Our direct co-operation with Sephora further strengthens the confidence of cosmetics shoppers in China that JD.com is the go-to site for the most sought after authentic name-brand products.”

Sephora, founded in Limoges, France, in 1969, was bought by luxury group LVMH in 1997.Today, it has more than 2000 stores in 32 countries stocking more than 200 international brands and 10,000 of its own unique private label products.