The Ordinary Enters Chinese Beauty Market through Sephora Collaboration

The Ordinary has expanded into the Chinese market through an exclusive partnership with Sephora. This move makes 24 products from the Canadian skincare brand, owned by Deciem, available in China, including newly adapted and local products like a reformulated glycolic acid toner.

The Ordinary plans to further launch on Tmall and Douyin in July, as China’s major beauty market size influenced their decision to enter the region strategically. The announcement was made by Stéphane de La Faverie, CEO of the Estée Lauder Companies (ELC), which acquired Deciem in 2024.

This expansion follows a challenging period for ELC, with notable sales declines in its skincare division, particularly in the Asia-Pacific market. The difficulties were attributed to tough retail environments and reduced consumer sentiment, impacting major brands like Estée Lauder and La Mer.

Additionally, The Ordinary has introduced 2025 price adjustments in key markets and launched a new website offering free access to white papers to combat industry misinformation.