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.

Nicola Kilner underlined The Ordinary’s core mission—not just to democratize science-backed skincare, but to make education central to the customer experience. “Transparency and evidence-based knowledge are non-negotiable for us. Our goal is to build long-term trust through professional, honest dialogue with consumers,” she said.

The upcoming Tmall flagship represents that ethos in digital form. Powered by advanced AI, the store promises hyper-personalized journeys—from skin analysis and targeted product recommendations to ingredient breakdowns and expert usage routines.

Shaped around three core needs, the experience blends high-tech tools with skincare expertise:

• Tailored Regimens by Skin Type: For consumers with specific concerns, the AI assistant recommends ideal products based on skin diagnostics and desired outcomes.
• Smart Routine Building: For those seeking application guidance, the tool offers step-by-step pairing advice based on use-case scenarios and product compatibility.
• Ingredient Transparency, Simplified: For ingredient-savvy shoppers, the AI can interpret and compare formulas, helping users understand what’s inside and how it works for them.

As functional beauty moves into a new phase in China, The Ordinary’s tech-forward retail strategy signals how education, personalization, and transparency may become the new cornerstones of trust in the age of AI.