Huda Beauty launched an assortment of its products on Tmall Global last week, including eyeshadow palettes, liquid lipsticks, foundations, blush and false eyelashes. The brand plans to bring its full range to the platform.
Some 300,000 people visited Huda Beauty’s flagship store on its opening day on Tmall Global last Wednesday and the brand’s entire stock of Mercury Retrograde eyeshadow palettes sold out in one second last week during the brand’s launch.
The eyeshadow trend aligns with Chinese beauty influencers’ face mask make-up looks amid COVID-19, Alibaba said.
On Taobao Live, livestreams featuring make-up face mask tutorials amassed 8.2 million viewers on February 18, leading to a 150% month-over-month sales growth of eyeshadow palettes that week, Alibaba reported.