Recently, the Greek “national treasure” skincare brand APIVITA announced on social media that it will temporarily close its overseas Tmall flagship store on June 28.
Founded in 1979, APIVITA is headquartered in Athens and specializes in developing natural cosmetics based on propolis, honey, plant extracts, and essential oils. In 2017, it was acquired by the Spanish beauty giant Puig.
It is reported that the brand’s main products include face masks, lip balms, and shampoos, with the highest-selling face mask having sold over 3,500 units on e-commerce platforms and receiving a high rating of 5.0. However, APIVITA has not conducted systematic commercial operations in mainland China, only entering the mainland market through its overseas flagship store.
Since June, four well-known brands have announced the closure of their online stores in China, including L’Oréal’s professional makeup brand NYX, the Chinese brand VNK with millions in monthly sales, and Coty’s Marc Jacobs Perfume.
