Canadian skincare brand The Ordinary has launched its first flagship store on Alibaba’s Tmall, just months after entering the Chinese market in February.

Known for its “science-led, ingredient-driven” formulations at accessible price points, the company aims to reach more consumers in China through its online platform. 

The online shop features AI-powered tools, which the company says are designed to help consumers determine which product is right for their skincare needs.

“The launch of our Tmall store marks an important step in our journey to make effective skincare more accessible to Chinese consumers,” said Nicola Kilner, co-founder of The Ordinary. “We’re excited to deepen our connection with this market through innovation and education.”

To mark the launch, The Ordinary hosted an event in Shanghai last month, attended by Kilner, Estée Lauder China chief growth officer Lulu Chang, and executives from Tmall. The event focused on the role of technology and transparency in the future of skincare.

The brand’s expansion follows Estée Lauder Companies’ completed acquisition of Deciem, The Ordinary’s parent company, last year for US$1.7 billion. The transaction gives Estée Lauder full ownership of the Canadian-based Deciem Beauty Group.