Herborist is a subsidiary brand of Shanghai Jahwa United Co., Ltd and is the first domestic listed company in the fields of beauty and personal care, capable of competing with multinationals. Jahwa's brand development and management capabilities meet international standards. In addition, it has the highest productivity in the national industry and is the first company in the sector to obtain ISO9000 international quality certification. Herborist entered the market with a completely new concept in 1998: the first premium personal care brand using Chinese herbs. (Kevin, 2011). Herborist sincerely believes that natural and balanced concepts are the foundation of beauty. Herborist personal care products are the result of combining traditional Chinese herbal extracts and modern biotechnology. (Herbalist, 2014). The use of traditional Chinese knowledge of medicinal plants stands out from other competitors. After the analysis, the successful entry benefits from the brand position, philosophy, images created by the company, marketing strategies and the distribution channel chosen by the company. Through comparison and careful consideration, I suggest Herborist to expand the market to Mexico for further growth. I chose the Mexican market through a precise international market selection process. Indeed, the market selection process is considered the most crucial determination whether it is the success or failure of a business (Svend 2011). Currently, Herborist's main international market is in Europe, such as France, Italy, Germany, Spain, Netherlands, etc. The report shows that there was a 0.3% decrease in the growth rate of the cosmetics retail market in Central Europe in 2012 compared to the previous year, GDP growth...... middle paper ......conomy.about.com/od/worldeconomy/p/Mexico_Economy.htm. Access: 9/3/2014 Madhok, A. (1997), “Cost, value and mode of foreign market entry: the transaction and the business”, Strategic Management Journal, 18(1), 39-62.Pramila , B. (2001), “Human resource issues: US-Mexican joint ventures”. GEORGE WASHINGTON UNIVERSITY. WASHINGTON DC. Available at: http://www.usmcoc.org/pdf/US%20Mex%20JointVentures.pdf. Access: 14/3/2014.Sephora. (2014), Official website. Available at: http://www.sephora-me.com/sephora-international/pid55.html. Accessed: 03/10/2014. Skininc, (2013), “Positive growth in the American cosmetics and toiletries market”. Available at: http://www.skininc.com/spabusiness/trends/Positive-Growth-for-US-Cosmetics-and-Toiletries-Market--206915071.html. Access: 10/3/2014.Svend, H. (2011), “Global marketing: a decision-oriented approach. » Esex. Pearson Education Limited.