FeelUnique has unveiled a WeChat mini programme as part of its bid to expand into China.

Chinese customers will be able to buy products via China’s biggest social media and payment app, WeChat.

Customers will also be incentivised to share content across it, increasing the beauty etailer’s reach across the country.

Beauty is a growing category in China – the region has become FeelUnique’s largest international market since it entered the region in 2016, and now accounts for more than 15% of global sales.

WeChat’s Mini Programmes have attracted 114 million users since they were launched in January 2017.

FeelUnique chief executive Joel Palix said: “Our mini programme represents an additional channel to drive consumer acquisition in China.

“The platform will be at the forefront of our localised, multichannel digital strategy, supporting our existing standalone website and marketplace solutions. We continue to adapt to China’s fast-changing market to maximise the potential of channels available to us in order to reach new customers.”