Sephora, the leading global beauty retailer, announced May 13 in Beijing that it is launching its first and only Chinese online flagship store on JD.com (Nasdaq: JD), China's largest online direct sales company.

Anne Veronique Bruel, president of Sephora Asia, meets press at the launch conference of Sephora's flagship store on JD.com on May 13. [Photo/China.org.cn by Li Xiaohua]

Upon launch, Sephora's store will be the largest cosmetics store on JD.com's platform. It will feature over 1,200 items from more than 70 leading international cosmetics brands including Dior, Guerlain, Givenchy, Benefit and Kenzoki.

China's total online retail trade volume grew 49.7 percent year-on-year to 2.8 trillion yuan (US$450 billion) in 2014, according to a report by the China E-Commerce Research Center. Another report published by JD.com in February shows that 79 percent of women surveyed buy cosmetics online. Meanwhile, the volume of cosmetics sales on JD.com increased 100 percent in 2014.

"We are delighted to be partnering with Chinese e-commerce pioneer JD.com, which is known for its superior customer service, fast nationwide delivery and longstanding reputation as the online source for guaranteed product authenticity," said Anne Veronique Bruel, president of Sephora Asia. "I am confident that together we will be able to provide Chinese consumers with a truly world-class online shopping experience, without the worry of counterfeits."

Shen Haoyu, CEO of JD Mall, said, "Our direct cooperation with Sephora further strengthens the confidence of cosmetics shoppers in China that JD.com is the go-to site for the most sought after authentic name-brand products."

"JD.com is our first partner. Today we just want to focus on our partnership and make it big," Bruel replied when asked whether Sephora would similarly cooperate with other e-commerce platforms in China.

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