Dive Brief:

• Fenty Beauty this week launched a flagship store on Tmall Global, the Alibaba-owned e-commerce marketplace, according to a company statement.

• The store will house more than 210 products, including popular items like the "Pro Filt'r" foundation line, "Diamond Bomb" highlighter and the "Match Stix" contour and concealer, in addition to new products set to debut in China. The brand also plans to host a "Super Brand Day" campaign on Sept. 20, which will offer new members special promotions. 

• Fenty's Tmall launch is part of the brand's overall expansion into Asia, the company said. By opening the store within Tmall, the brand aims to "make Fenty Beauty even more accessible to its digitally savvy Chinese consumers whilst staying true to [its] 100% cruelty-free commitment" as well as serve as a "high-quality storytelling platform" to convey its brand messages to more consumers, per the release.

Dive Insight:

The Fenty brand has focused on promoting beauty and diversity since its inception. "Fenty Beauty was created for everyone: For women of all shades, personalities, attitudes, cultures and races," Rihanna, Fenty's founder, said in a statement. "I wanted everyone to feel included. That's the real reason I made this line."

Given that the brand wants to expand across Asian countries, setting up shop on Tmall is the starting point at which retailers can reach consumers across 77 countries and regions, according to the company's statement. 

Alibaba said that Tmall now boasts more than 20,000 brands and aims to double that number in three years, which explains, in part, why the company has courted brands and retailers. Besides Fenty, other brands and retailers, including Amazon, Walgreens and H&M, have established a presence within the marketplace, and Alibaba launched an English site in June 2019.