Fenty Beauty, the make-up label founded by singer Rihanna, has launched a flagship store on Tmall Global to mark its entry into the world’s second-biggest beauty market.

Tmall Global, Alibaba Group’s dedicated cross-border e-commerce marketplace, will now host over 210 products, such as the brand’s popular “Pro Filt’r” foundation line, “Diamond Bomb” highlighter and “Match Stix” contour and concealer, as well as new product debuts in China.

The move is part of Fenty Beauty’s retail distribution expansion across Asia. To mark the launch, Fenty Beauty will also roll out a Tmall Global Super Brand Day promotional campaign on Sept. 20, featuring special offers for new members.

The brand expects the new store to “make Fenty Beauty even more accessible to its digitally savvy Chinese consumers whilst staying true to [its] 100% cruelty-free commitment,” as well as serve as a “high-quality storytelling platform” to convey its brand messages to more consumers, it said in a statement.

Tmall Global has become a go-to destination for beauty brands – such as Fenty or Kora Organics – that want to reach Chinese consumers without compromising their commitment to being cruelty-free, as it allows them to bypass China’s animal-testing requirements.

Fenty Beauty has been seen as a “disruptor” that has shaken up the beauty world with its mandate for inclusivity. Since launching in 2017, in partnership with the LVMH’s beauty-incubator division Kendo, the brand has sparked new conversations through its “beauty for all” mission to to create a diverse range of make-up shades that account for as many ethnicities and skin types as possible. It has since expanded to over 220 cities in 34 markets worldwide, according to the brand.

“Fenty Beauty was created for everyone: For women of all shades, personalities, attitudes, cultures and races,” Rihanna said. “I wanted everyone to feel included. That’s the real reason I made this line.”

Currently, Tmall Global hosts more than 20,000 brands in over 4,000 categories from 77 countries and regions – more than 80% of which were entering the China market for the first time. It said it plans to double the number of brands on the platform in three years.