LVMH’s cosmetics brand Benefit Cosmetics announced on October 25 its upcoming return to the Chinese market through its WeChat official account, but did not disclose specific details. At the end of January this year, the brand closed its official flagship stores on Tmall, JD and Douyin, as well as its official online self-operated channels. Analysts have pointed out that Benefit failed to capitalize on the online makeup boom due to its excessive reliance on Sephora channels. Industry insiders suggest that the brand’s return to the Chinese market may be related to Tmall's cancellation of the annual fee system in September.