The Ordinary Unveils AI-Driven Tmall Flagship at Shanghai Launch Event

On June 24, cult skincare label The Ordinary marked a new chapter in China with a brand launch event in Shanghai, where it unveiled plans for a groundbreaking partnership with Tmall. The result: the brand’s first AI-powered flagship store, set to go live on July 11.

At the event, The Ordinary recreated its Toronto R&D spirit on-site, transforming the venue into a lab-like environment. Joining co-founder Nicola Kilner were Lulu Chang, Chief Growth Officer of Estée Lauder China, alongside executives from Tmall’s brand marketing and merchant platforms. Together, they explored how emerging tech and data-driven tools can strengthen consumer trust and enhance the precision and relevance of online beauty shopping.<