AMUSE Launches New Brand, Goodai Teams Up with G-Dragon... Expanding K-Beauty Portfolio

[Financial News] K-beauty companies are rolling out new brands one after another, building on the recognition and growth they have achieved in global markets. Their strategy is to diversify their brand portfolios by broadening their consumer base with products that stand apart from existing brands, while also targeting new demand through collaborations with K-pop artists.
Industry sources said on the 8th that K-beauty companies are launching new brands one after another. The aim is to reduce reliance on established popular brands and offer the growing number of K-beauty consumers in global markets more options.
AMUSE, a beauty brand operated by a subsidiary of Shinsegae International Inc., is pursuing a multi-brand strategy as it expands its global business. AMUSE is available in 30 countries worldwide, including France, the UK, the US, Canada, Thailand and Russia. Last year, its sales reached 60.2 billion won, up 11% from the previous year. Overseas sales at least doubled, driving rapid growth in its global business.
AMUSE's recently launched sister brand, 'Rodyu,' tones down AMUSE's color cosmetics identity and emphasizes natural makeup. The brand name also conveys the meaning of 'unprocessed dew.' The company plans to broaden its consumer base with products that blur the line between skincare and color cosmetics.
The company is also unveiling new products in stages to attract interest from younger consumers. Its first product is a colored lip balm, a frequently used everyday item, aimed at consumers who prefer natural makeup.
K-beauty brands are also emerging that tap into the influence of K-content. Goodai Global is unveiling the beauty brand PEACEMINUSONE Beauty together with PEACEMINUSONE, the fashion brand founded by singer G-Dragon. The move extends G-Dragon's global recognition and the brand identity he has built in fashion and art into the beauty sector.
PEACEMINUSONE Beauty is targeting a launch in the first half of next year and is also pursuing entry into major overseas markets, including the US and Japan, as well as South Korea.
A beauty industry official said, "As K-beauty's influence in the global beauty market grows, brands are continuing to pursue new initiatives for medium- to long-term growth."
[email protected] Kang Myeong-yeon Reporter