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L’Oréal’s MG Mask to close online stores in China

L’Oréal’s brand MG Mask announced on September 30 the closure of its online flagship stores on platforms like Tmall, Douyin, and JDcom. The brand will stop accepting new orders and officially close on October 30, with all member points being reset to zero. Founded in 2003, MG Mask initially targeted middle to high-end consumers, but later shifted its strategy to compete in the crowded mask market by lowering prices and broadening its audience. In 2012, MG Mask reached sales of HK$1.353 billion ($166 million), holding a 26.4% market share in China’s facial mask segment.

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