Korean luxury skincare label Oera will shutter its Tmall Global flagship store on December 31, marking its departure from China less than five months after entering in July. The brand, launched by fashion group Handsome in 2021, failed to gain traction with only 115 followers at closure and several products priced between 1,000 RMB ($142) and 2,000 RMB ($284) recording zero sales. Oera joins Korean beauty brands AP, Sienu, and Shihyo in withdrawing from China this year. Analysts say these brands raised prices for the premium segment but failed to build corresponding brand trust in a market where consumers demand scientific innovation and proven value.