German luxury skin care brand Amala Beauty last week launched livestream campaigns on Tmall Global, Alibaba’s online marketplace, as part of China’s “618” shopping festival. The company said the event exceeded expectations and noted the Chinese market offers remarkable opportunities for the brand to grow.
The company said its livestream “focused on exclusive performance skin care products for the China market, deepening the luxury brand’s connection with consumers in the biggest e-commerce market in the world.”
In a statement from Azoya, a strategic partner of Amala Beauty’s, the company said high-end sales of beauty products are soaring on online marketplaces. “Professional and premium skin care products with natural or organic ingredients are in demand in China, as female consumers spend more on trusted, safe, luxury products,” the company noted.
Amala Beauty teamed with the China retail experts at Azoya as a strategic partner to enter the China market. The launch was at the Tmall Global flagship store, and debuted in early December. The beauty brand said since the launch, it “has experienced sustained growth in China.”
“Collaborating with Azoya helped us boost brand reach and speed-to-market, and mitigate risks of foreign expansion as global e-commerce booms,” said Amy Daugherty, global head of marketing at

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