Kolmar, Tmall team up for K-beauty push in China

A woman waits for a bus at a bus stop next to an advertisement for Tmall's Singles' Day discount event in Beijing in this 2022 photo. AP-Yonhap

Cosmetic manufacturer Kolmar Korea has joined forces with Tmall Global, the cross-border e-commerce platform under China’s Alibaba Group, to support K-beauty brands in expanding into the Chinese market.

The move comes amid rising expectations for improved Korea-China relations and is part of a broader strategy to help Korean cosmetics companies achieve tangible growth overseas.

According to the company Tuesday, it participated in a forum in Seoul Monday aimed at providing practical guidance to Seoul-based small- and medium-sized beauty companies seeking to enter the Chinese market.

Tmall Global, China’s largest cross-border e-commerce platform with 880 million monthly active users, expressed its hope during the forum to see more Korean cosmetic brands operating on its platform to reach consumers across China.

Kolmar Korea R&D Center in Seoul's Seocho District / Courtesy of Kolmar Korea

Tmall Global also highlighted the steady growth of China’s beauty and personal care market and noted the rising interest in Korean products among Chinese consumers. The company provided guidance to Korean sellers on how to begin operations on its platform and strategies to boost their sales in the Chinese market.

Lee Ji-yeoun, head of the marketing group at Kolmar Korea, noted during the forum that global beauty trends centered around Korean cosmetics are clearly reflected in the Chinese market as well. She emphasized that, as an original design manufacturer, Kolmar Korea is capable of customizing beauty products to localize their features and better meet the diverse preferences of Chinese consumers.

Kolmar Korea said it will support its client brands in expanding into the Chinese market by offering consultations and facilitating access to global online platforms. The company added that it plans to further help Korean beauty brands grow in international markets by leveraging its partnerships with retail channels around the world.

"This is our first step to cooperate with China’s largest e-commerce platform. It will be a starting point for our client firms to meet more customers in China," a Kolmar Korea official said.