Japanese cosmetics brand Kate is closing its Tmall official flagship store on April 1, citing brand strategy upgrades — a move signaling channel optimization rather than market withdrawal. The brand maintains its Tmall overseas flagship, JD.com flagship, and Douyin shop. The store, which amassed 2.4 million followers and sold over 1.79 million units of its signature eyebrow powder, had been active since 2014 before peaking in 2021. Parent company Kao Corporation now categorizes Kate as a strategic growth driver, with China sales growing significantly in 2025. Kate joins at least nine foreign mass-market beauty brands to announce China channel contractions over three years.

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