THE WHAT? Leading C-beauty brand, Florasis (Hua Xizi) has partnered with DFS to launch a counter in upscale Parisian department store, Samaritaine. The booth will appear in the middle of the LVMH-owned retailer’s beauty hall alongside fellow international prestige brands.

THE DETAILS According to a report published by WWD, the brand will bring its new Nomadic Glam range to Europe for the first time. The department store will host a series of masterclasses for its VIP shoppers in its members-only lounge to introduce them to the brand, its history and the Chinese culture that has inspired its products and packaging.

THE WHY? Gabby Chen, Global Expansion President, Florasis, told WWD, “This partnership is exclusive in the French market for one year. It allows us to establish a strong brand presence and exclusivity that appeals to the luxury consumer’s desire for unique and culturally rich products.”