On October 1, Brooklyn-based hair care brand amika officially launched into the Chinese market.

The cruelty-free and sustainably-focused hair care brand soft-launched into the Asian market by way of Tmall Global, China’s largest cross-category business-to-consumer (B2C) online marketplace, as well as the Chinese social media and e-commerce platform Xiaohongshu. The company soft-launched on September 15, with its official entry into the Asian beauty market on October 1, coinciding with Golden Week, a weeklong celebration of the founding of the People’s Republic of China.

In a press release, Chelsea Riggs, amika’s Brand President, stated, “We couldn’t be more excited to launch amika in China, the world’s largest beauty market. China’s prestige haircare market is nascent, but quickly growing and we’re confident that the amika brand will resonate with Chinese shoppers—from our clean, effective products to our commitment to progressing people and the planet.”

In accordance with extensive market research, amika is launching into China with its wash and treatment products to meet the core needs of its target consumer, who is seeking products that focus on repairing damaged hair and scalp health.

These products were pulled from amika’s repair, detox, signature, and blonde collections. The SKUs pulled from these collective lines include The Kure Bond Repair Shampoo ($24-$66) and Condition ($22-$66), The Kure Intense Bond Repair Mask ($22-55), The Kure Multi-Task Repair Treatment ($14-29), Reset Exfoliating Jelly Shampoo ($26), Normcore Signature Shampoo ($10-$58) and Conditioner ($10-$58), The Wizard Detangling Primer ($10-$90), Bust Your Brass Cool Blonde Repair Shampoo ($12-$72) and Conditioner ($12-$72), and the Bust Your Brass Intense Repair Mask ($16-$43).

Additional products will be launched in the Asian market within the coming months, as the brand continues to expand its product offerings.