On February 20th, the American affordable cosmetics brand e.l.f. announced on its official Tmall flagship store and Douyin flagship store that it will temporarily withdraw from the Chinese market starting from March 31, 2023, due to adjustments in the brand’s global strategy and objective factors. The brand’s Tmall flagship store will remove all its products from the platform on March 15, 2023. However, consumers can still purchase popular e.l.f. products through overseas purchasing services on Tmall, Taobao, and other shopping platforms.
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