The eponymous brand by practising dermatologist Dr Dennis Gross debuted in China in 2020 through cross-border e-commerce (CBEC). With the changes in China’s regulations regarding animal-testing, the brand was able to expand into Sephora China mid-2022.
“Obviously, China is an important market for skin care but we’re vegan and we never ever tested on animals. So, when the animal-testing regulations lifted that’s when we started registering. We launched with six products, and we’ve been doing very good,” said Elsa Degioanni, director of international business development, sales and marketing.
CEO Carrie Gross highlighted the brand’s commitment to enhancing the business in China, noting that it was set to make more products available and establish local connections.
“We're rolling out six new SKUs this year in China and because of that, we're going to have a much larger presence. And I’m going to be headed to China because it’s very important to being on the ground and be focused on what’s happening locally and find out how the market is evolving.”
Despite operating successfully in the CBEC space, Degioanni noted that it was tremendously important for the brand to expand offline in China considering its roots began in a dermatologist’s clinic.
“For us, the consultation and that intimate aspect of the brand is very important. We want to make sure the customers can feel the products and it helps to have consultations. We have a team in China that provides tailored consultations so we can provide a regimen that would be fully customised to them.”
China is currently the most important market in Asia for the brand, Degioanni added.
“China is our biggest potential because we're still very new in the market. There's a lot of interest from local customers, which are one of the savviest skin care customers. They're really curious, they know so much about ingredients – they’re probably the most educated skin care customer that we have. And Dennis can speak about every single ingredient, and he hand selects everything – I think the Chinese customer really appreciates that.”
Asia key to future growth
Through its partnership with Sephora, Dr Dennis Gross is available across Asia in markets such as Hong Kong, Malaysia, Singapore, and Thailand, in addition to China.
The company expects the Asian market to be key to driving future growth for the firm.
“North America is our largest market for obvious reasons, and Asia is number two. It’s such an important beauty market for us,” said Gross.
“The skin expectations and the beauty expectations that the clients have for flawless skin really speak to us because we are all about results. The Asian market is really interested in the science, the clinical proof, and the efficacy of the products. They want legitimacy and that challenges us to be our best.”
She highlighted that the company was set to launch a bevvy of new innovations that would speak to the Asian consumers’ demanding skin care needs, including a new serum that taps into the rising interest in dermal fillers.
“A lot of people are looking at social media and influencers but [getting fillers] is not right for everybody. But we can still give them something they can use every day. We’re just trying to help our clients make the best decisions,” said Gross.