LG H&H's beauty brands are growing rapidly on Southeast Asia's online channels.
LG H&H said on the 19th that color cosmetics brand VDL entered Southeast Asia's No. 1 e-commerce platform Shopee in May last year and recorded a four-digit sales growth rate in December of the same year compared with its first month on the platform. As a result, it ranked No. 1 in sales in Thailand Shopee's "primer category" at year-end.
VDL pushed influencer marketing with its "Color Correcting Primer," which gained traction in Korea and Japan. It also used Shopee's local logistics network to cut delivery times by more than five days, from up to 12 days.
British oral beauty brand Yusimol is also popular in the Thai market. Its flagship product, the "Whitening Purple Corrector Toothpaste," recorded sales in the hundreds of millions of won on the day it launched on another online platform, "Lazada," in December last year. That month, it took the No. 1 spot in the oral care category.
Southeast Asia is a representative Hallyu consumer region where K-beauty is highly popular. LG H&H has rolled out a range of beauty brands—The Whoo, O HUI, CNP, Physiogel, and The Face Shop (TFS)—after establishing its Vietnam unit in 1997 and its Thailand unit in 2018.