K-beauty brand OBgE expands offline presence in Taiwan and Hong Kong

OBgE is accelerating its Greater China expansion by entering major offline channels, including all Watsons stores, following monthly average sales increases of 5.4 times in Taiwan and 6.2 times in Hong Kong through September.

OBgE, a K-beauty brand under ADAPT, is accelerating its expansion into the Greater China market by entering major offline distribution channels in Taiwan and Hong Kong. This movement to broaden local offline touchpoints follows strong sales performance achieved online.

OBgE has entered local distribution networks, including all Watsons stores in Taiwan and Hong Kong. In Taiwan, products are being showcased at COSMED, POYA, 7-Eleven, and DON DON DONKI, while in Hong Kong, the brand has expanded into Sa Sa, Colourmix, Lung Fung, and Matsumoto Kiyoshi. As of October, the total number of offline retail locations, including Watsons, stands at 819 in Taiwan and 195 in Hong Kong.

Online performance also served as a driver for this expansion. Monthly average sales in Taiwan and Hong Kong through September of this year increased approximately 5.4 times and 6.2 times, respectively, compared to the same period last year. In Hong Kong, the three-product lineup consisting of Natural Cover Foundation, Natural Cover Lotion, and Oil Control Finisher recorded their highest monthly sales since their launch this past August. This is seen as a result of combining a product lineup and distribution strategy tailored to the local climate and consumer tendencies.

OBgE has managed its product lineup to meet the high demand for oil and pore management in hot and humid environments. The brand's positioning as a gender-neutral brand targeting both men and women, rather than remaining limited to male grooming, is also interpreted as having aided local expansion. This past August, the brand selected singer and actor Jung Yong-hwa as its promotional model for Hong Kong, extending his activities to Taiwan as well.

“By entering major distribution channels in Taiwan and Hong Kong, we have established a foundation for more local consumers to experience OBgE products,” an OBgE official stated. “We plan to continue expanding our distribution network within the Greater China market by expanding local distribution partnerships and broadening consumer touchpoints in the future.”

Read the original (Korean)