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E-commerce company wins national export award

Australian natural skincare brand, Aromababy, has been recognised as a leading exporter by the Hong Kong-Australia Business Association (HKABA).

After receiving the HKABA’s award for Victoria earlier this year, the e-commerce company, which specialises in mother and baby products, was recently named the national award winner.

Aromababy founder Catherine Cervasio said the win was the result of hard work and dedication.

“After having spent a huge amount of effort into offering education and presenting workshops in Hong Kong and China over the past decade, this latest accolade is the icing on the cake for Aromababy,” Cervasio said.

Aromababy has been exporting to China for 10 years, long before platforms like Alibaba’s Tmall Global made it relatively easy for Australian brands and retailers to sell overseas.

As a result, the natural skincare brand had to undergo the arduous process of passing CIQ [China Inspection and Quarantine] in order to sell in bricks-and-mortar stores.

“As far as I know, we’re the only natural baby brand that has actually passed CIQ, which requires a huge paper trail of documents, including formulations,” Cervasio previously told Internet Retailing.


Today, Aromababy is sold through national Chinese pharmacies, duty-free stores in international and domestic terminals, as well as online through, Alibaba’s Tmall Global and smaller websites with global reach, such as Adore Beauty.

“Because [bricks-and-mortar] was the only market open to us at the time, that’s what we did. Now we’re in a unique position because retail stores are looking for an offering [like ours] and we’re already there,” she said.

“We have just launched in the first of a dozen duty free stores. As a sought-after brand in Asia, to be available in stores at international terminals makes it easy for both inbound and outgoing tourists who already have been exposed to our brand in their home countries. ”


Cervasio said the company is not overlooking the Australian market, where it has been available since 1994 through online retailers Adore Beauty and Pharmacy Online, in hotels, hospitals and baby stores.

“Retail is tough business – a number of our stockists have either closed down or fallen on hard times – over two decades we’ve seen Daimaru, Kids Central, Macro Wholefoods and now Thomas Dux all come and go – most recently, our Queensland stockists Bubs Baby Shops has ceased trading,” she said.

In such a tough retail environment, Cervasio said it is vital to have a point of difference to other retailers.

“The shift in baby care purchasing habits means grocery and discount chemists are competing with traditional retail for the same sales. I believe Aromababy fills the gap which has emerged in the market over the past year or two – we have a more specialised offering for retailers seeking hero brands with heritage and category expertise,” she said.

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