This expansion doesn’t come as a big surprise, as Drunk Elephant has already been preparing by recently inviting five representing KOLs to New York for its House of Drunk pop-up. Chief marketing officer Lucia Perdomo-Ruehlemann has announced the brand will be seeding products to around 400 KOLs based in China and Hong Kong in the near future.

The skincare line will be landing at Hong Kong’s new Sephora stores in Causeway Bay and IFC Mall. The two-day pop-up will take place in Central, where the brand’s founder Tiffany Masterson will be meeting with editors and influencers. “We’ve been hearing from the Chinese consumer and we’re so appreciative of their enthusiasm,” Masterson expressed her excitement. “The goal for me remains the same no matter where we go: to help people and hopefully make them fall in love with their skin.”

Elsewhere in skincare, Kylie Jenner might be releasing a hydrating lip mask for her beauty line Kylie Skin.