THE WHAT? Benefit is withdrawing from three of China’s biggest e-commerce platforms. The LVMH-owned brand will no longer be sold via Tmall, JD.com or Douyin but will continue to be stocked in Sephora stores nationwide.

THE DETAILS According to a report published by the Business of Fashion, the brand has some 2.5 million followers across the three platforms.

THE WHY? Benefit told the local press, per the Business of Fashion, that the move is part of a ‘readjustment of its development focus’ in the world’s second largest beauty market.