What happened
Chinese beauty brand Florasis is on a mission to introduce its rich cultural heritage to the world. Next stop? Paris.
On September 1, Florasis will open its first outpost in Europe at LVMH’s Samaritaine Paris Pont-Neuf, in partnership with luxury travel retailer DFS. To mark the occasion, the brand will debut its Nomadic Glam range, a limited edition collection that honors Mongolian culture, in the European market.
The move confirms Florasis’ ambitions to become an international brand. Last year, the C-beauty disrupter unveiled pop-ups across Japan through multi-brand retailer Cosme and department store Isetan. It also announced plans to roll out 50 stores in Asia, North America, and Europe over the next five years, with 25 of those opening in Japan.
“By reaching new demographics and providing personalized services, Florasis can enhance its overall market presence, build stronger community connections, and ultimately secure its position as a leading C-beauty brand on the global stage,” Gabby Chen, President of Global Expansion at Florasis, tells Jing Daily.
The Jing Take
Founded in 2017, Florasis has skyrocketed to fame for its meticulous packaging and product design. The Nomadic Glam series, for instance, features packaging embellished with the traditional Mongolian ulzii knot totem, along with artisanal leather accessories such as a lipstick holster and clutch bag.
Other collections take inspiration from the Beijing Opera, the phoenix, and various Chinese ethnic groups. These distinctive cultural designs have helped the brand gain traction on social media platforms like TikTok, where it has 1.2 million followers.
Although Florasis has grown its e-commerce presence over the last three years, offline retail represents the next stage of its global expansion strategy.
“Establishing a physical presence in prestigious department [stores] like Samaritaine allows customers to truly understand and touch the products, creating immersive, tactile experiences that deepen engagement and loyalty. This hands-on interaction is invaluable in conveying the quality and craftsmanship that Florasis is known for,” Chen says.
The placement in Samaritaine alongside premium beauty brands also positions Florasis in an exclusive, high-end context. Samaritaine’s plans to host a series of masterclasses for VIPs to learn about the Florasis’ products and cultural background will further elevate the brand’s image.
And the timing couldn’t be better. This year marks the 60th year of diplomatic relations between France and China, and, perhaps more importantly, the Olympic Games, which are expected to welcome 15 million tourists to Paris. In fact, Samaritaine will host three free sports-themed exhibitions during the Games that should attract foot traffic.
Through these high-profile partnerships, Florasis not only elevates its brand image but also enhances the reputation of C-beauty worldwide.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.