LF's contemporary vegan beauty brand 'athe' announced on the 10th that it is officially entering the global market, starting with Japan.
Athe established a partnership with Japanese distributor Sekido in September last year. Accordingly, it began selling on Qoo10 Japan, the largest e-commerce platform in Japan, starting in January this year.
Athe plans to expand its online sales channels this year. From March, it will also enter offline channels, including Japan's representative variety shops and drugstores.
It will also introduce exclusive products that reflect local beauty trends in Japan. The representative 'K-beauty' product, the mask pack, is being developed exclusively and is set to be launched soon. Japanese language packaging is also being produced to enhance localization.
An LF Athe official noted, "We plan to accelerate the brand's global expansion starting this year, with the Japanese market being the first step."
Founded in 2019, Athe introduced Korea's first vegan-certified sun care products and lip balm, achieving 100% vegan certification for all products. Recently, it is poised to leap forward as a 'performance-first' vegan beauty brand.