Unilever’s premium skincare brand Tatcha will shut down its Tmall Global flagship store by the end of this month, following the earlier closure of its Douyin store and inactivity on major Chinese social media platforms since February. Despite previously affirming a long-term commitment to the China market, Tatcha appears to be retreating from direct online sales in the region. The move reflects Unilever’s broader strategy to streamline operations and push further into premium beauty as outlined in its Growth Action Plan 2030, which prioritizes high-end beauty and wellness brands over lower-margin legacy products.