Skincare brand The Ordinary, which entered the Chinese market in February, has announced it will open a flagship store on Tmall on July 11. The store will feature AI-powered technologies aimed at enhancing consumer education and redefining the beauty retail experience through a tech-driven approach. On June 24, the brand held a press event in Shanghai, highlighting its commitment to innovation and localization. Attendees included The Ordinary co-founder Nicola Kilner, Estée Lauder China’s Chief Growth Officer Lulu Chang, and executives from Tmall.