Kylie Cosmetics is setting its sights on China, entering one of the world’s most competitive beauty markets, where Korean skincare continues to play a leading role. For a Western brand, gaining a foothold in this market is a major challenge, given that K-beauty has established itself thanks to competitive pricing, as well as its ability to offer innovative formulas and textures alongside products designed to precisely meet consumer needs.
Kylie Jenner, however, chose to officially launch her fragrance line in mainland China. This was an interesting choice, not least because of how it was structured: instead of relying on the major Chinese e-commerce giants, the brand chose Harmay (话梅), a beauty retailer with a strong physical and digital presence, as its exclusive partner for the launch of the “Cosmic” trilogy, consisting of Cosmic Kylie Jenner, Cosmic 2.0, and Cosmic Intense.
The three fragrances, launched globally in 2024, are now available in Harmay’s 26 stores across 13 cities and on its integrated online channel. For Kylie Cosmetics, this marks its first official entry into the mainland Chinese market, and the decision to bypass Tmall Global and third-party distributors appears to be anything but coincidental. The launch was, in fact, built around a more selective ecosystem capable of combining the in-store experience with digital shopping.
This is a particularly interesting strategy when you consider the very nature of fragrances. Unlike makeup, perfume is a product that needs to be tested, and the sensory aspect is difficult to replicate through a purely digital experience. At the same time, entering the market through large department stores might have made Kylie Cosmetics’ positioning seem more traditional—a brand that, in fact, was born out of the power of social media and a very direct relationship with its community.
Harmay strikes a balance: it’s a retailer that offers an experience and the joy of discovery without turning the brand into a mass-market product. For Harmay, however, this collaboration comes at a time of transformation. The retailer, which has become famous for its “warehouse chic” stores and strong social media presence, has significantly expanded its network in recent years, reaching 26 locations. At the same time, however, it has also experimented with store closures and smaller formats, including airport boutiques and stores built around specific concepts, such as “post office,” “school,” and “museum.” Kylie Cosmetics’ decision may therefore represent an opportunity for Harmay to strengthen its positioning as a place for discovering new brands.
[📸 Instagram: kyliecosmetics]
