New Zealand lipstick manufacturer Karen Murrell has entered a partnership with China’s largest e-commerce platform JD.com, according to a report in The New Zealand Herald.

The agreement with the online retailer represents a big step in the firm’s plans to develop its market in China, currently the primary focus of its overall global development strategy.

CEO Karen Murrell said, “JD’s capabilities, from marketing to logistics, give us a huge advantage in reaching Chinese consumers with our products.”

The cosmetics firm, New Zealand’s largest manufacturer of lipstick, will sell directly on the site as well as open its own online flagship, allowing it to boost brand awareness in the region. It will work directly with JD on marketing and advertising campaigns.

Karen Murrell’s environmentally friendly policies should sit well with emerging trends among Chinese consumers, who JD executive Ye Yang describes as being increasingly concerned about the environmental impact of their product choices.