THE WHAT? Rumors are swirling around the future of Procter & Gamble’s First Aid Beauty (FAB) brand in China. The US FMCG manufacturer is said to have closed down the brand’s Douyin and Tmall flagships.

THE DETAILS Retailers on Taobao are also staging clearance sales, while FAB’s accounts on popular Chinese social media sites such as WeChat, Weibo and Xiaohongshu have not posted since the end of last year, according to a report published by Dao Insights.

THE WHY? Both FAB and Procter & Gamble have declined to comment to the media outlets that have contacted them but presumably, the brand’s sales have disappointed and P&G is making a tactical exit in order to focus its resources in more successful markets.