AGE20'S, the makeup brand of Aekyung Industrial, is enhancing its global strategy by emphasizing 'Skin First Makeup.' The brand aims to expand its product range beyond its previous focus on essence pact and strengthen its competitiveness in the global market.
On October 1, Aekyung Industrial held a media day for the AGE20'S pop-up store 'THE AGE20'S HOUSE' in Seongdong-gu, Seoul, where it unveiled its rebranding direction and global business strategy.
The rebranding focuses on extending the competitiveness built around the essence pact across the entire brand. Having established itself in the market with products that combine skincare and makeup, the brand is now promoting 'Skin First Makeup' as its new identity, reflecting the strengths of the essence pact. The company has identified 28 to 34-year-olds as its core customer demographic, aiming to empower them to express their beauty.
Lee Hyun-jung, Executive Director of Aekyung Industrial's Makeup Division, stated, "The key to this rebranding is expanding the reasons why the essence pact has been loved for so long into our brand philosophy. We will build a Skin First Makeup brand that can resonate globally."
The rebranding is driven by the goal of expanding global business. Currently, approximately 75% of AGE20'S sales come from international markets. The company plans to broaden its product portfolio while accelerating its efforts to penetrate overseas markets.
Japan is seen as a pivotal market for global expansion. Lee noted, "Japan is a market with high loyalty once a brand is established. We have confirmed the potential to surpass being a one-item brand, as we received positive responses for not only the pact but also lip and sun care products on Qoo10." Building on this, the brand will participate in the upcoming Beauty World exhibition, the largest beauty trade show in the Middle East, to target that market.
China remains a key focus as well. Lee emphasized, "Our goal is not to reduce our dependence on China but to grow our global business so that the proportion of sales from China naturally decreases. Localization tailored to each country's skin tones, climates, and consumer characteristics is crucial." In the U.S., the brand plans to expand its shade offerings to accommodate diverse skin tones and enhance product competitiveness by meeting FDA over-the-counter (OTC) standards.
The pop-up aims to elevate brand desirability by collaborating with Leferi, a beauty creator management company that understands Korean consumers. In August, AGE20'S appointed IVE member Rei as its global ambassador, and in September, it launched the 'Skin First Hidden Prep Foundation Pact' featuring proprietary technology.
Meanwhile, AGE20'S will operate the pop-up store 'THE AGE20'S HOUSE' at LECT Seongdong until October 11. Visitors can experience new foundation pacts, the 'Signature Essence Pact,' and color cosmetics, with benefits such as DIY keychain experiences and photo booth vouchers available for on-site purchasers.
* This article has been translated by AI.
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