Business is Buzzing in China for Honey Girl Organics

Honey Girl Organics, based in Oahu, Hawaii, partnered with Alibaba to bring its clean cruelty-free skincare products to consumers in China. The cosmetics company first launched as part of the 2021 11.11 Global Shopping Festival where Alibaba selected seven up-and-coming American brands to join the online shopping festival as their first foray into China.

China presents a significant opportunity for Honey Girl to grow global sales. The country’s skincare market is forecasted to reach nearly $40 billion by 2027, and demand is high in the country for quality beauty and personal care products by American brands.

“(Alibaba) is an opportunity to gain traction in China, something we’ve always been interested in. People in China are looking for clean and natural products as a good value, and a little bit of our product goes a long way,” said Anthony Maxfield, cofounder of Honey Girl.

The company is aiming to grow Honey Girl’s brand awareness in China and to educate Chinese consumers about their products in order to build brand loyalty and a base of long-term, repeat customers.

“(Alibaba) is an opportunity to gain traction in China, something we’ve always been interested in."

—Anthony Maxfield, cofounder, Honey Girl Organics