Recently, Estée Lauder Companies’ skincare brand Origins announced that, due to adjustments in its global channel strategy, all physical department store counters in Taiwan, China will cease operations by May 31, 2026.
Previously, there had been multiple rumors on social media suggesting that Origins was planning to withdraw its counters. At the time, the brand responded that “operations in the Taiwan market remain normal.” However, this latest official announcement confirms that the brand will indeed exit physical department store channels.
“We will say goodbye to department store counters, but we won’t leave your life,” Origins emphasized in its notice. The brand clarified that it is not fully withdrawing from the Taiwan market, but will instead shift its sales focus to official online e-commerce platforms and continue serving consumers.
Founded in 1990, Origins focuses on high-performance plant-based skincare built on the philosophy of “powered by nature, proven by science.” In 1995, the brand opened its first department store counter in London, UK, and has since expanded internationally. To date, it has been present in the Taiwan market for over 20 years, with most counters located department stores.
According to the brand, after the counter closures, consumers will still be able to purchase products through e-commerce channels. Current authorized platforms include Eslite Online, momo brand flagship store, LINE Gifts, SKM Online, and the brand’s official website flagship store.
Looking at the mainland China market, Origins opened its first counter in Shanghai in March 2010, gradually building an omnichannel system that includes department store counters, its official website, a Tmall flagship store, and a JD.com self-operated flagship store. Its Tmall flagship store currently has 8.26 million followers and offers more than 100 product listings, with most prices ranging from RMB 200 to 600. One of its products, the “Mega-Mushroom Relief & Resilience Treatment Lotion,” records monthly sales exceeding 6,000 units.
