Benefit, a cosmetics brand under LVMH, is reportedly scaling back its presence in China, with plans to possibly exit the market by late June, or early July. This comes after the closure of its official flagship stores on Tmall, JD.com, and Douyin in January. The brand’s over-reliance on the Sephora channel and missed opportunities in online cosmetics have hindered its growth. Benefit has confirmed adjustments in its China operations but hasn't confirmed the exit timeline.