GENUINE X Tarte

CLEAN BEAUTY, CLEAR STRATEGY: TARTE’S E-COMMERCE ASCENT IN CHINA

GENUINE partnered with Tarte to launch its Tmall flagship store and establish the brand in China’s competitive beauty market. Through localized e-commerce operations, social marketing and real-time performance tracking, we aligned Tarte’s sustainable identity with Chinese consumer values. The result: rapid awareness, strong repeat purchase rates and a loyal digital community.

Services Scope:

E-commerce Operations

Social Marketing

Market Research

Management Summary

To support Tarte’s China entry, GENUINE developed and executed a full-scale e-commerce strategy anchored in data and local insights. We launched and managed the brand’s Tmall flagship store, activated social campaigns to drive engagement, and continuously optimized performance based on real-time analytics. By translating Tarte’s clean beauty positioning into a localized digital presence, we built a strong foundation for growth in one of the world’s most dynamic beauty markets.

Challenges

No prior presence or awareness in the Chinese market
Need to align brand sustainability with local consumer expectations
Lack of local influencer and platform partnerships
Navigating Tmall setup and operations as a foreign entrant

Genuine solutions

Developed and implemented a market entry and e-commerce strategy tailored to China
Coordinated partnerships with local platforms, influencers, and firms
Optimized Tmall store layout, content and product presentation
Launched performance-based campaigns and regularly adjusted based on analytics

What our clients say

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Challenges and Solutions

Tarte entered a crowded and unfamiliar market with limited local brand awareness and no previous e-commerce infrastructure in China. GENUINE stepped in with a market-specific strategy, facilitating local partnerships, customizing store content, and launching high-impact marketing initiatives. This combination of strategic groundwork and agile operations helped Tarte rapidly build relevance and customer loyalty on Tmall.

E-COMMERCE MARKET ENTRY & BRAND LOCALIZATION

GENUINE launched and scaled Tarte’s presence on Tmall by executing a China-specific strategy that integrated operational setup, content localization, and local collaboration. These actions translated the brand’s core identity into a version relevant for Chinese consumers.

HOW WE MADE IT

GENUINE designed a comprehensive launch plan focused on data, consumer behavior, and digital visibility. We localized Tarte’s offering for the Chinese beauty space and executed a targeted marketing program to establish the brand on Tmall. Here’s how:

Step 1

MARKET ANALYSIS & STRATEGY DESIGN

We analyzed competitive benchmarks and mapped consumer needs to shape a launch roadmap grounded in real opportunity.

Step 2

LOCAL PARTNER ACTIVATION

GENUINE identified strategic influencers, collaborators, and service providers to support Tarte’s marketing and fulfillment pipeline.

Step 3

TMALL STORE SETUP & OPTIMIZATION

From store architecture to copywriting, we built a compelling flagship storefront, optimized for conversion and aligned with Chinese browsing behavior.

Step 4

CAMPAIGN EXECUTION & PERFORMANCE MONITORING

We rolled out conversion-focused marketing campaigns and made continuous adjustments based on platform performance data and consumer response.

SUMMARY

‍

GENUINE brought Tarte’s clean beauty message to life for Chinese consumers by localizing its brand story, optimizing e-commerce operations, and managing digital performance. The result was a smooth, data-informed market entry with fast traction on Tmall—and a scalable foundation for future growth.

Unlock your full potential in China

Join forces with GENUINE and let our proven methods give you a competitive edge in the complex Chinese market.

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References

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