With concerns over counterfeited beauty products, Jumei International Holding Limited, China’s leading online retailer of beauty products, analyzes and approves brands for sales in the country. It has now approved four popular cosmetics brands to the Authentic Beauty Product Alliance—Chando, Aupres, Za and Whoo. 

As of July 30, 2014, the ABPA had 84 members, and accounted for approximately 70% of Jumei’s merchandise sales GMV.

Chando is a popular Chinese cosmetics brand developed by Jala Group. Both Aupres and Za are cosmetics and skincare brands owned by Shiseido. Whoo is a South Korean prestige skincare brand developed by LG Group. Currently all four of the above brands are available on Jumei’s platform.

In an effort to raise product quality standards not only for its own business, but also for the entire Chinese beauty products industry, Jumei helped establish the ABPA in July 2013, making it the first nationwide alliance against fake and counterfeit products in the beauty industry. The ABPA, which includes China Quality Long March, one of the most influential national organizations focusing on product quality, allows customers to trace products to their source on the ABPA website or the websites of participating brands, using 16-digit anti-counterfeit tracking codes printed on ABPA stickers. Consumers have traced over 176,000 products during the first six months after ABPA came online. Over 20 million ABPA-certified products are currently tagged with anti-counterfeit tracking codes. Other global brands which have joined the ABPA include Laneige, Maybelline, La Roche-Posay, Kose, Mamonde and Cetaphil.