It was actually really challenging because the first step was really understanding what the regulations were. The regulations were regulated and at the same time unregulated
Nudestix, the cruelty-free colour cosmetics brand, is due to enter China through 100 Sephora stores, starting with 70 locations this week.
The brand, set up by mother and daughter trio Jenny, Taylor and Ally Frankel, will be available at stores in Shanghai, Beijing and Guangzhou as well as on sephora.cn, tmall.com and Weibo by the end of this year.
China has strict animal testing regulations, which has resulted in some cosmetics brands boycotting the country entirely, including Too Faced Cosmetics and Illamasqua.
However, Nudestix has revealed that it has found a way to ‘bypass’ the country’s laws, which means it will not test on animals but still sell in China.