Tatcha Pulls Back in China Amid Strategic Channel Reset

Tatcha, the Japanese-inspired skincare brand acquired by Unilever in 2019, is scaling back its China presence, just two years after entering the market. The brand recently shuttered its Tmall Global flagship store, along with its offline counters and standalone stores, leaving Sephora as the only remaining official channel in China.

The move, described as a “strategic channel optimisation,” comes as many global beauty players reassess their positioning in China after a year marked by store closures, muted growth, and heightened competition from both established local brands and emerging disruptors.

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