Online retailer Luxola expands its Southeast Asia brand availability

By Simon Pitman

- Last updated on GMT, which is rapidly emerging as one of the biggest online cosmetics retailers in Southeast Asia, has announced the addition of a range of major brands.

The Singapore-based retailer, which specializes in masstige and luxury international brands, says amongst the new brands will be US skin care and cosmetic giant SK-II and Maybelline.

“We are happy to be the first in the region to stock original, authentic SK-II and Maybelline products as the two brands have been a long time beauty staple in Asia,”​ said Camille Schu, Regional Marketing Director for

“No other online beauty stores in the region has ever had this privilege and we are proud to be the first.”

Focus on major Southeast Asian markets

The retailer concentrates on the major markets in the Southeast Asia region, including Malaysia, Indonesia, Thailand, Brunei and Hong Kong, and claims to be the first online luxury cosmetics retailer to represent this region.

Currently the retailer stocks luxury brands such as Sleek Makeup, Sigma Beauty and Deborah Lippmann; and it says it wants to continue to expand its catalogue to cater to the demands of cosmetic consumers in Southeast Asia.

Other recently added brands to the Luxola portal also include NUXE, the Konjac Sponge Company and Swedish Skincare.

 All eyes on China for online growth

Although America remains the largest e-commerce market for the cosmetics industry, many of the big international players are targeting the Asia Pacific region with the hope of tapping into significant opportunity for growth in online sales.

In particular the China market is generating a lot of interest. Last year Estée Lauder CEO Fabrizio Freda said that he expected that in the next 3 years, it will be China that is likely to take this title from the US in view of the exponential growth of online users in the country.

Estée Lauder has built 340 marketing and e-commerce sites with strong links to social media platforms, in more than 50 countries worldwide with products also sold through a number of retailer sites.

The benefit of online, according to the Estée Lauder chief, is that online allows the company to reach consumers where it does not have brick and mortar retail outlets.

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