MAKE UP FOREVER, under LVMH, will shut down its Hong Kong online store at the end of the month.

It has been reported that recent market rumors suggest MAKE UP FOREVER, a well-known professional cosmetics brand under the French luxury giant LVMH, will withdraw from the Hong Kong market. The brand announced on its official website that, due to strategic adjustments, its Hong Kong official online store will officially cease operations after September 30 this year. Customers who wish to continue shopping online can switch to the online store of SEPHORA, a beauty retailer also under the LVMH Group. The report said that MAKE UP FOREVER currently has 5 specialty stores and 1 counter in Hong Kong, located in core shopping malls such as Times Square in Causeway Bay, Kowloon Bay, Mong Kok, Tuen Mun V City, Sha Tin, and Tsim Sha Tsui. Although the company has not yet officially responded as to whether the physical stores will close entirely, several of the brand's physical branches have recently launched large-scale promotional campaigns.