Florasis makes its European debut in Paris

Rooted in Chinese culture since its inception in 2017 in Hangzhou, Florasis is now at the forefront of C-beauty’s offline international growth. On September 10, Florasis launched its first international retail counter at the prestigious Samaritaine Paris Pont-Neuf, entering the European market through a partnership with luxury travel retailer DFS, a subsidiary of the LVMH Group. The counter has been busy in the opening week as inquisitive beauty buyers sample Florasis’ signature products, with the Infinite Blossom Longwear Liquid Eyeshadow being the top-selling product. The first C-beauty brand to collaborate with DFS outside China, Florasis’ expansion underscores the rising global influence of Chinese beauty brands. This partnership also highlights a return to authentic, culturally rich, in-person retail experiences, marking a new chapter for C-beauty on the world stage. Florasis in Paris Blending Chinese heritage with modern aesthetics and science, Florasis has established itself as a key player in the C-beauty market. The brand uses ingredients from Traditional Chinese Medicine (TCM), such as peony seed oil extract and bai zhu root, to create formulations aimed at balancing and brightening the skin. However, Florasis is perhaps best loved for its artistic approach that draws on China’s cultural heritage, including lipsticks engraved with bas-reliefs evoking famous poems and sculpted eyeshadow palettes shaped like Chinese fans. Florasis’ Nomadic Glam collection, launched in Europe at exclusively Samaritaine on Sept 10, takes inspiration from the Mongolian grasslands, incorporating design elements such as the Mongol ulzii knot totem on its packaging, a symbol believed to bring good karma. The line includes the bold “Into the Wild” eyeshadow palette and “Flawless Jade” foundation, with a refillable packaging option that aligns with growing consumer demand for sustainable beauty products. “Opening in prestigious department stores like Samaritaine enables customers to engage with the brand on a deeper level, offering a tactile experience that helps communicate the craftsmanship and quality behind each product,” said Gabby Chen, President Florasis Global Market, acknowledging the importance of a physical retail presence. East meets West Chinese beauty brands have cultivated a strong following domestically, with consumers drawn to their fast-paced innovation, cultural relevance, and highly segmented offerings, often at more accessible price points. Among Gen Z shoppers, in particular, there is a sense of national pride and a growing preference for homegrown brands, spurred on by viral social media trends. Global shoppers are now taking notice. Official data from China’s customs authority shows that cosmetic exports nearly doubled over the past decade, reaching $7.6 billion in 2023. In contrast, foreign brands are finding it increasingly difficult to compete in China’s market amid economic constraints and local competition. While Chinese brands have traditionally relied on cross-border e-commerce platforms and influencer partnerships to enter Western markets, Florasis’ collaboration with DFS bucks this trend by opting for a physical retail presence in Europe as travel retail recovers. This strategic shift reflects a deeper commitment to elevating brand visibility and creating immersive, in-person experiences that differentiate it in the crowded beauty sector. Historic Parisian department store Samaritaine Paris Pont Neuf was revitalized by LVMH in 2021, blending Art Nouveau elegance with modern luxury. Operated by Hong Kong-owned duty-free retailer DFS, it offers over 600 global brands and the largest beauty space in Europe catering to high-end international shoppers. Florasis’ entry into this setting through its partnership with DFS, integrates Eastern beauty traditions into this pioneering Parisian retail environment. Amael Blain, Global Senior Vice President of Beauty at DFS Group, said: “This collaboration with Florasis marks a significant milestone in bringing the best of Eastern beauty to our global customers. The exclusive availability of the Nomadic Glam Collection at Samaritaine Paris Pont-Neuf reflects our commitment to offering unparalleled beauty experiences that resonate with the cultural values and aspirations of our diverse clientele.” Florasis offers a fresh narrative at a time when consumers are increasingly drawn to meaningful brand stories. “This partnership with DFS allows us to showcase our brand's deep cultural roots and innovative spirit in one of the most prestigious retail environments in the world,” adds Chen. High-profile partnerships With recognition from LVMH and positioning alongside premium beauty brands, Florasis is aligning itself with the high-end market in Europe. Its entry into the European market is further elevated by its timing, coinciding with the 60th anniversary of Sino-French relations, lending the brand additional cultural significance As Florasis asserts its position as a major international brand, expanding its offline retail presence marks the next phase of its global growth strategy. Building on successful pop-ups at Isetan and @cosme boutiques in Tokyo and Osaka, the brand plans to open 50 stores across Asia, North America, and Europe over the next five years – 25 of which will be in Japan. Leading with its bold aim to build an emotional connection with European consumers by leveraging its cultural heritage and innovation, Florasis hopes to set a benchmark for international beauty collaborations and elevate C-beauty’s reputation worldwide.

Florasis makes its European debut in Paris

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Published September 16, 2024

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Florasis makes its European debut in Paris