Josh Ghaim, CEO and Co-Founder of New Jersey-based Small World Brands, the parent company of Nuria Beauty, participated in Alibaba's Tmall Global Summit to share the story of how a startup like Nuria Beauty can go global through Alibaba.
Nuria Beauty, an American skincare startup that launched in 2019, accelerated its plan to enter the Chinese market after the COVID-19 pandemic hit. While U.S. businesses were closing their doors during nationwide shutdowns in the early days of the pandemic, Nuria Beauty expanded its market abroad in partnership with Alibaba’s Tmall Global platform.
Ghaim notes that “Alibaba and Tmall take care of all the difficult technologies and sophistication of the system to make it very simple so that you’re able to actually access customers directly in the China market.
By leveraging Alibaba’s digital technologies, Nuria Beauty effectively expanded into the global market and sold directly to Alibaba’s 800+ million customers during a time of economic uncertainty. Nuria Beauty benefited from Tmall Global’s data targeting strategy, which helped the brand understand China's retail landscape and opportunities, and position them to succeed in the market.