# Phygital Cross-Border Stores The Sephora Tmall Global Flagship Store Has "Cloud Shelves" By Laura McQuarrie | Published 2020-05-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/crossborder-store References: [premiumbeautynews](https://www.premiumbeautynews.com/en/sephora-partners-with-tmall-global) Sephora and Tmall Global joined forces to create a flagship cross-border store to connect Chinese beauty consumers to the hottest products of the moment. The store boasts an offline-online approach and even includes "cloud shelves" to make the most of Tmall Global as an e-commerce platform. With the [Sephora Tmall Global](https://www.trendhunter.com/trends/seoul-in-the-city) Flagship Store, the partners are on a mission to introduce overseas brands to China—including hundreds of products from 25 brands spanning everything from makeup and hair care to fragrance and skincare. With this cross-border store and its cloud shelves, consumers in China will have the opportunity to discover favorites like [Fenty Beauty](https://www.trendhunter.com/trends/fenty-beauty-experience), Sunday Riley, [Dermalogica](https://www.trendhunter.com/trends/dermatologica-ar), natural skincare brand Farmacy and many more. With this store, consumers will have access to more products than ever, especially ones that tap into global beauty movements. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 68% | Activity: 83% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Phygital Retail:** Sephora's cross-border store combines offline and online approaches with its 'cloud shelves', creating a unique shopping experience for Chinese consumers. - **Cross-border E-commerce:** The Sephora Tmall Global Flagship Store connects Chinese consumers with overseas brands and offers them a variety of products from different categories. - **Global Beauty Trends:** The store provides opportunities for Chinese consumers to discover global beauty movements and different beauty brands popular overseas. ### Sectors Adopting This - **Retail:** Physical retailers can expand their online presence by creating flagship cross-border stores and utilizing e-commerce platforms to cater to customers in different regions. - **Beauty & Personal Care:** Beauty brands can leverage cross-border e-commerce platforms to expand their international reach and introduce their products to consumers in other countries. - **Technology:** Tech companies can create innovative solutions and services to support cross-border e-commerce, such as integrating 'phygital' shopping experiences with e-commerce platforms. ## Related on Trend Hunter - [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [Multi-Sensory Flagship Stores](https://www.trendhunter.com/trends/kate-shibuya.md) - [Whimsical Virtual Beauty Shops](https://www.trendhunter.com/trends/laneige-virtual-world.md) - [Metaverse Beauty Shops](https://www.trendhunter.com/trends/virtual-holiday-store.md) - [Shoppable Beauty Metaverses](https://www.trendhunter.com/trends/fenty-beauty-experience.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md)