Miranda Kerr/Alibaba tie up brings KORA Organics to China
Miranda Kerr is taking her skincare brand KORA Organics into the Chinese market, selling exclusively on Alibaba’s e-commerce platform, Tmall Global.
The model and entrepreneur launched her flagship store during a 45-minute live-stream, broadcasting to more than 223,000 Chinese consumers from her home in California. “Chinese consumers are some of the most advanced in the world when it comes to online shopping, especially for skincare and beauty,” she says. “Tmall is a well-established and trusted place for customers to purchase premium international brands via cross border e-commerce.”
Founded in 2009, the brand has expanded to more than 200 stores across Kerr’s native Australia and the US, including through retailers like Sephora. By the end of this year, KORA Organics aims to increase its footprint to 2,500-plus stores across 25 countries. “We felt the Tmall live cross was a unique opportunity to connect directly with consumers in China, so that they can see and hear me personally speak about my holistic approach to nurturing mind, body and skin, and talk in detail about our range of certified organic skincare products, our key ingredients and the amazing results our products are achieving,” Kerr comments.
She added that the link up enables the brand to stay true to its standards of being cruelty-free, bypassing China’s animal-testing demands. “We are hoping to expand distribution into stores in China at a later point, when product registration will not require our products to be tested on animals,” she states.