helping indie beauty brands thrive in china


As the expert in the china market I can support you through…

Understand the China market dynamics by product category

Gain a comprehensive overview of your competitors’ performance

Determine who is selling your products and what your consumers
are saying

Create a robust China market strategy – Brand, USP and product

Establish a solid business case, P&L, distribution strategy and partner

Monitor and manage your partners on the ground

Going into a new market is always tricky and involves a lot of research, analysis, and a good amount of risk.

I’m Allie Rooke and have worked in big Beauty brands like Chanel, Burberry & L’Oreal in Western and Asian markets for over 16 years; working on opening new markets, finding, and managing retailer partners, distributors, and customers.

These days I am an expert in helping Cruelty free brands thrive in China by finding their local tribe of customers and partners.

I act as your GM for China. I work with all key stakeholders to build a robust China strategy. I have a tried and tested step by step process which ensures a smooth market entry. I am here with the brand from pre-market preparation to assess the specific situation for your brand from research, analysis and risk mitigation right through to monitoring and managing your chosen operational partners on the ground.

There are three stages of brands I focus on:

Future proof your global business by understanding China before you want to enter.

Step by step approach to finding your tribe of partners and customers in China.

Already in the market: optimize your positioning and sales.

Brands I have worked with


What Clients Are Saying

We love working with Allie. She is extremely knowledgeable about the China market and helped us navigate complex topics, specifically lending strategic ideas to support our newly launched cross border ecommerce business and social channels.

An expert in her field and passionate about Chinese culture, Allie understands the intricacies of localizing a Western beauty company while maintaining its brand DNA.

With her guidance, we onboarded a local marketing agency and collaborated with other experts to help build our brand presence.

Allie is lovely to work with – she’s candid, flexible and results-driven.

Candace Craig Bulishak

President Tarte Cosmetics

I highly recommend Allie; she is thorough, knowledgeable, helpful and very adaptable, as well as being lovely to work with. We wouldn’t hesitate to use her again and I can only share good things! She’s also flexible, proactive and was great on both internal and external calls.

Deborah Gale

GM Dr Barbara Sturm

As a beauty brand navigating the complexities of entering the China market, we can’t imagine how we would have navigated this process without Allie’s guidance. Allie has truly been our one-stop-shop for all things beauty and cross-border e-commerce in China. Her unparalleled market expertise, strong network of partners, and professionalism have made her an invaluable extension of our team and an absolute pleasure to work with.

Allie’s knowledge on the market knows no bounds, as it’s obvious she stays on top of market entry in every topic from logistics and warehousing, market research, product strategy, to possible distribution strategies and pros/cons of all.

We would jump at the chance to work with Allie in the future and highly recommend Clean Beauty Asia for any beauty brands exploring their China market entry strategy.


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