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Australian beauty and wellness firm endota Spa is stepping up its presence in China by launching its flagship stall on Tmall Global. The decision to widen its reach with a Tmall Global Flagship this year comes at yet another shift in the rapidly changing Chinese market. For one, the COVID-19 outbreak has accelerated the interest in wellness and self-care among Chinese consumers, as it has done in most parts of the world. CEO Melanie Gleeson believes the firm is well-positioned to tap on the ‘top-of-mind’ relevance of health and wellness among Chinese consumers. “We believe this has only accelerated the relevance of the beliefs behind endota, and we are proud our messaging has not changed. As we enter 2021, the continued emphasis on self-care, the importance of clean, organic ingredients for our skin, and clean packaging for our environment, resonates more so than ever.” ....