ShopShops is a 2-year-old Beijing- and New York–based service that connects Chinese shoppers with international brick-and-mortar stores through two- to three-hour shopping events that are broadcast from the store, either before or after shopping hours.
Discovering smaller brands and seeing hosts try on products is largely part of the appeal, and observing the noticeable results on Ellingson translated into sales. The platform has also seen enthusiastic interest in American beauty products, despite the relative accessibility of Japanese and Korean brands to China. If anything, U.S. beauty products might be more elusive than apparel; Farfetch, for example, does not currently sell beauty.
In addition to well-known brands such as Estée Lauder, Kiehl's, Nars and Urban Decay (which isn't available in China), ShopShops customers are clamoring for smaller brands including Erno Laszlo, Tracie Martyn, Make Beauty and Manic Panic, as well as items from C.O. Bigelow, with which ShopShops has an exclusive agreement. The marketplace hosts weekly events with the historic American apothecary, during which shoppers can buy new products that aren't available in China, in addition to limited-edition or discounted items.