Shinsegae International(031430)'s in-house cosmetics brand VIDIVICI has moved to expand its offline distribution network in China.
Shinsegae International said on the 30th that VIDIVICI has entered 2,330 of the roughly 4,000 stores of Watsons, China's largest health and beauty store chain.
In the second half, it will also enter KKV, a Chinese lifestyle beauty and miscellaneous-goods select shop. It plans to sell two cushion products, Petal Glow Cream Blush, and Peptide Butter Tint Balm at an initial 50 stores.
It has also successively entered major Chinese beauty select shops and collection stores such as HARMAY, Pang Donglai, Hema, and Rainbow. In Hong Kong, it secured an offline sales network through the Lung Fung drugstore.
VIDIVICI is already selling products on major Chinese e-commerce platforms such as Tmall, Douyin, and Kuaishou. Its China business is being driven by growth of the flagship product, "Face Clear Perfect Cleansing Foam."
As of the end of the first half of this year, cumulative sales reached 36 million units, and on the 24th it won the popular cleansing category at the "2026 Watsons HWB (Health, Wellness & Beauty) Awards."
VIDIVICI plans to expand sales of base makeup products such as cushions, leveraging the brand recognition built around its cleansing products. The company aims to foster "Black Perfection Cover Fit Cushion" and "Nude Perfection Skin Fit Cushion" as key products to lead the Chinese market.