2 weeks Ago By Kim Min-jee
Dong-A Pharmaceutical announced on April 24 that its trouble care brand, FATION, has entered HARMAY, an offline beauty edit shop located in key commercial districts in major Chinese cities like Shanghai and Beijing. Since 2022, FATION has been available on major online platforms such as Tmall and Douyin, and this entry into HARMAY marks a significant expansion into China’s offline distribution network. HARMAY operates a total of 13 stores in China and is a warehouse-style beauty edit shop that has gained popularity among the MZ generation.
It is rapidly establishing itself as a key distribution channel in the swiftly growing offline beauty market in China. At HARMAY, four of FATION’s flagship products specialized in trouble soothing will be sold, including the ▲ Noskane Trouble Serum ▲ Noskane Trouble Cream ▲ High-Cica Toner Pads ▲ and Trouble Spot Patches. With the growth of K-beauty, the export scale of Korean cosmetics surpassed $10 billion for the first time last year, with the Chinese market recording $2.
5 billion in export value, maintaining its position as the top export destination. Considering the expanding consumer base in China, which now includes individuals in their 10s to 20s, FATION plans to continuously expand its distribution network in China through collaborations with beauty edit shops that appeal to young consumers with diverse concepts..
