Starting from the Beautyworld Japan Osaka trade show in 2023, ASNO has been actively pursuing overseas expansion over the past year.
At the KCON JAPAN event in May 2024, the company secured over USD200,000 worth of export contracts for the Japanese market.
It also took part in a K-beauty event in Dubai in mid-September to raise brand awareness and showcase its products, followed by a business expo in Vienna, Austria in late October.
Additionally, ASNO has obtained a certification from the Dubai Municipality and has been notified with the Cosmetic Products Notification Portal (CPNP), which allow its products to be sold in both the UAE and European Union (EU).
According to Seoung Min Song (Owen), CEO of ASNO, these ventures have proved fruitful as the brand has succeeded in penetrating EU markets including Austria, Czech Republic, and Poland.
“By participating in the Dubai pop-up store and Korea Business Expo Vienna, we received various offers to enter both online and offline distribution channels. It was a great opportunity to expand into new markets and further promote our brand.
“For now, we are focusing on Japan, the UAE, and EU markets, including Eastern Europe. We’re trying to find distributors in these regions and hopefully, we would find new buyers by next year,” Song told CosmeticsDesign-Asia.
Furthermore, ASNO has recently entered the US market via e-commerce platform Amazon.
“We are expecting to expand into US and Canada within 2025. We will devote efforts in marketing to build public awareness of the brand. At the same time, we plan to participate in different overseas exhibitions at least twice a year.”
Safe for sensitive skin
ASNO’s line-up comprises cleansers, toner, sheet masks, and its global best-seller, Everlasting Youth Preserve Cream.
These products are claimed to be formulated with natural, vegan, and active ingredients that are non-irritating, hypoallergenic and non-comedogenic, while sustainable materials are used for packaging.
In particular, the Everlasting Youth Preserve Cream contains everlasting flower (Helichrysum italicum) water, ceramide NP, 8-peptide complex, adenosine, apple extract, betaine, and panthenol to simultaneously improve skin barrier, elasticity and texture.
The ceramide component is similar to the skin’s lipid structure, helping to strengthen damaged skin barrier, which in turn prevents the loss of moisture and protects the skin from harmful external stimuli.
The cream has a firm and creamy texture that is said to permeate through the skin without leaving a sticky sensation.
Due to the formulation’s low pH level, the product is “mild and comfortable” to use even for people with sensitive skin. ASNO has also completed hypoallergic and sensitive skin suitability tests to provide extra assurance.
In addition, the pump-based container makes product dispensing more hygienic, as the risk of contamination from spatula or hands is minimised.
