Since the brand announced its entry into the Japanese market in October, it has partnered with retailers Loft and Plaza, entering 150 doors in total.
Following successful launches in Loft and Plaza, the brand is now entering select @Cosme, one of Japan’s leading cosmetics retailers.
The company is prioritising brick-and-mortar expansion, aiming to be present in 750 offline stores across Japan by the end of the year.
This would further strengthen its position in the Japanese beauty market.
This strategy reflects a commitment to reaching a wider consumer base and establishing a strong physical retail presence.
The brand offers a skin care products such as serums, masks, and treatments that target concerns like ageing, skin irritation, and pigmentation.
Initially, the company will focus on five of its most popular products: Red Lacto Collagen Clear 2.0 Foam Cleanser, Red Lacto Cleansing Oil 2.0, Red Lacto Collagen Wrapping Mask, Medipeel Premium Collagen Naite Thread Neck Cream, and Premium Peptide Naite 1000 Shot Neck Stick
“We are focusing on expanding our sales channels through collaboration with major offline stores in Japan. Following this latest product launch, we plan to gradually release a diverse product lineup that reflects the needs of local consumers,” said the firm.
Capitalising on the K-wave
MEDIPEEL is capitalising on its popularity in other channels, such as Olive Young, and television shopping in South Korea, to build anticipation and drive demand in the Japanese market.
In addition, the brand recently participated in the Korean Wave Expo in Saitama, Japan, and held a successful pop-up event hosted by Loft.
Among its well-known products, is its Peptide 9 line of products, which incorporate nine types of peptides to help improve skin elasticity and reduce fine lines.
In February, the news broke that Medi-Peel’s parent company Skinidea was acquired by Morgan Stanley Private Equity (MSPE).
MSPE secured a 67% stake in the company. According to the press statement, the remaining 33% is held by the brand’s founder.
Its decision to invest in Skinidea was driven by the strength of its brands, as well as its fast-growing revenue.
CosmeticsDesign-Asia reported earlier this year that following the acquisition, the brand was aiming to expand further both globally and domestically on the back of the increased interest in skin care and K-beauty.
In particular, the company saw significant opportunities in untapped regions with a strong K-beauty presence.
It noted that countries with large beauty markets, such as Japan and the US, were identified as the brand’s key target markets.
