US-based haircare company Veta has entered an agreement with China’s social e-commerce platform RED.

With 60 million registered users, RED’s product review database features several US, Japanese and Korean brands.

The RED platform will allow shoppers to order Veta’s haircare products to collect in store or for home delivery.

“RED boasts an actively and rapidly growing community of targeted, affluent consumers, providing us with invaluable insight into Chinese consumer behaviour.”

This deal is expected to enhance awareness of the Veta brand in China, as the platform will make it easier for Chinese consumers to explore and shop for its products. The platform will also affect marketing and global sales through reviews and connectivity.

Veta CEO Abner Silva said: “RED boasts an actively and rapidly growing community of targeted, affluent consumers, providing us with invaluable insight into Chinese consumer behaviour.

“Following on the heels of our debut on JD.com and VIP.com, two other giants of the Chinese cross-border e-commerce market, our partnership with RED allows our speciality haircare range to really gain traction with consumers determined to seek out and buy US-made beauty products.”

The platform records 50,000 new product reviews and comments posted by Chinese users daily.

Silva further added: “Given our luxury positioning and the unique benefits of Veta’s functional hair growth products, the RED social platform will positively impact our brand awareness, social currency, and ultimately consumer acquisition in China.”