YOEUN Global | Global Health & Beauty Distributor

Hongcheon M&T, a Korean beauty distributor, has formed the joint venture YOEUN Global with Chinese distributor Beifeng and will expand across Greater China.

YOEUN Global recently joined CBE (China Beauty Expo) in Shanghai to gauge the local market. CBE is a leading international beauty fair, bringing together global brands, distributors, manufacturers, and buyers.

At the show, YOEUN Global presented more than 30 beauty brands from Korea and abroad, including Torriden, So Natural, Abib, Amuse, and hince.

Across K-beauty, more companies are expanding globally on the strength of local distribution and market response.

Hongcheon M&T, which operates about 200 brands in Olive Young, is taking its K-beauty distribution beyond Korea.

The company said global beauty is moving past simple export, so local distribution and market response matter more. It is strengthening an integrated model from brand discovery through local distribution and market settlement.

A Hongcheon M&T official said, “CBE showed us K-beauty demand and the direction of the China market. Through YOEUN Global, we will keep helping Korean brands expand in China and worldwide.”

Source: E2 News (http://www.e2news.com), reporter Lee Jae-wook