Benefit to Shrink China Presence

Benefit Cosmetics will no longer be available on Tmall, JD.com or Douyin, three of China’s most popular e-commerce platforms.

The line will still be available at Sephora, also owned by LVMH, which has over 322 brick-and-mortar stores across 88 cities in China. Benefit Cosmetics is best known for its selection of eyebrow and mascara products, in-store services such as brow shaping, and playful, kitsch branding which has persisted since the…