French beauty brand Purality has launched its e-commerce platform in Hong Kong and moved its global headquarters to the city.

The launch of an online store and new headquarters location are part of Purality’s plan to shift its focus to the buoyant Mainland China market.

“We naturally decided Hong Kong would be our headquarters as the city is located in the heart of Asia and close to the Mainland,” said Nicolas de Klebnikoff, founder and CEO of Purality.

“With our presence in Hong Kong, we have already been able to define the brand territory, design the products, run focus groups with three target audience groups, and set up our IT infrastructure. We found the right people skills to set the brand and run its expansion.”

More online platforms and flagship stores are set to launch in Paris and Hong Kong this year, according to Klebnikoff. 

Purality offers ‘clean beauty’ products made from ingredients that are ethically sourced and sustainable.