Sukin

Sukin: Leading Natural Skincare into China’s Conscious Beauty Market

Summary

• Official JD.com Exclusive Distributor (3 Years) – Built Sukin’s flagship presence on JD.com, establishing direct consumer access in China.

• Multi-Channel Expansion – Activated B2B partnerships with JD Direct, VIP.com, and key wholesale partners to extend Sukin’s reach.

• Digital Engagement at Scale – Drove brand education and awareness through WeChat, Weibo, and Little Red Book with KOL collaborations.

• Clean Beauty with Local Relevance – Positioned Sukin’s natural, cruelty-free promise to align with China’s rising health-conscious, ingredient-savvy consumers.

Business Objectives

Sukin, Australia’s leading natural skincare brand, sought to bring its clean, cruelty-free philosophy to China’s growing segment of conscious beauty consumers. The brand needed to:

• Transition from limited exposure to full cross-border distribution and sales

• Establish flagship eCommerce presence on China’s leading platforms

• Localise its brand story to resonate with health- and eco-conscious Chinese consumers

• Activate digital marketing to educate the market and accelerate brand affinity

Our Approach

We developed a market entry strategy that combined strong channel infrastructure with brand-building and category leadership.

• Platform Launch & Exclusive Distribution
  Launched Sukin’s flagship store on JD.com under an exclusive 3-year distribution agreement.
  Managed onboarding and operational execution across JD Direct and VIP.com.

• B2B & B2C Channel Strategy
  Activated both wholesale and direct-to-consumer sales models to optimise reach.
  Built structured logistics and compliance workflows tailored for CBEC (cross-border eCommerce).

• Digital Engagement & Influencer Strategy
  Created tailored content for WeChat, Weibo, and Little Red Book (XHS).
  Partnered with trusted beauty KOLs to educate consumers on Sukin’s ‘No List’, cruelty-free credentials, and product efficacy.

Results & Impact

• Established Sukin as a recognised clean beauty brand in China

• Enabled full DTC sales through JD.com and strategic partnerships with JD Direct and VIP.com

• Achieved rapid consumer engagement across digital platforms through KOL and social storytelling

• Reinforced Sukin’s positioning in a competitive natural skincare space through content, credibility, and commerce

Outcome

Sukin’s entry into China was defined by thoughtful brand localisation, structured distribution, and disciplined digital marketing. Over three years, Sukin built meaningful traction in the clean beauty category—driving growth, protecting brand equity, and inspiring conscious consumers.