Olaplex Plays the Long Game for Growing Sales in China

California-based Olaplex, partnered with Alibaba’s Tmall Global in 2020 to bring its haircare products to Chinese consumers. Selling on Tmall Global has been a vital opportunity for the brand to reach new consumers without maintaining a brick-and-mortar presence in China.

The haircare market in China presents a massive opportunity for U.S. brands to grow, and Olaplex’s partnership with Tmall Global comes at the right time. The Chinese haircare market is roughly $7.7 billion and is projected to grow 4.1% by 2025.

Since entering the Chinese market through Alibaba, Olaplex has found consumers to be consistent, repeat shoppers once they trust a product’s quality and effectiveness. In addition, Olaplex has boosted sales further by livestreaming to China to educate consumers on the benefits of their products.

“I believe China is a long game for us,” Olaplex CEO JuE Wong says. “It’s not a one-hit wonder, and we are super excited to bring (Chinese) customers along with us and have them spread the word.”

"We are super excited to bring (Chinese) customers along with us and have them spread the word.”

—Olaplex CEO JuE Wong