China's Herborist Aims to Be a Global Natural Skin-Care Brand
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As head of marketing for China’s only premium cosmetic brand with international ambitions, balancing the diverse needs of Chinese and western consumers is a tricky task for Subrina Liu, but one she has dreamed of for years. Herborist plans to expand into North America next year, when Ms. Liu will probably move to the U.S. to spearhead that launch.
Starting with that overseas market back in 2008 was a smart move for Jahwa. France has strong cultural ties to Asia, including China, and its approval standards for beauty products are higher than most countries, including the U.S. Herborist is now available in other European markets, entering the U.K. this summer.
“France is famous for its skin care. If we are accepted there, it’s easier to be accepted globally,” said Ms. Liu, who is one of Ad Age’s 2015 Women to Watch China honorees.
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