[Global Reach of Specialty Malls-19] Approaching Like an Older Sister, Word of Mouth Spreads for 'Affordable and High-Quality Cosmetics'

Cheon Jeonguk, CEO of Sister &
Competitive Edge with Over 10 Cosmetics Patents
iPencil Success... Accelerating Exports Worldwide

[Asia Economy Reporter Seungjin Lee] There is a native cosmetics brand that has captured the hearts of not only domestic but also overseas consumers with the friendly concept of "Makeup taught by your older sister." The brand launched in 2017, Sister &, is the protagonist.

On the 23rd, Jeon Jeong-wook, CEO of Sister &, introduced the brand in an interview with Asia Economy, saying, "With the high trust in Made in Korea products, we launched in 2017 with the idea of introducing high-quality cosmetics to customers both domestically and internationally."

CEO Jeon started his business in 2011 with the distribution of imported cosmetics. However, as the years passed, he believed that Korean-made cosmetics were of superior quality and began developing cosmetics himself. He explained, "Korean consumers have high standards for product quality and actively provide feedback after use, creating an optimal environment for product development."

Sister &'s motto is "Makeup taught by your older sister." It implies a trustworthy product recommended by an acquaintance. The quality is elevated to the level of cosmetics brands located on the first floor of major department stores, while prices are kept low.

The flagship products are related to eye makeup. The "Double Effect Waterproof Eye Pencil" has surpassed 1 million units in cumulative sales. The repurchase rate exceeds 70%. CEO Jeon said, "We focus on the feel of use and color," adding, "We develop products in collaboration with domestic cosmetics industry experts to present sophisticated colors."

The greatest competitive advantage unique to Sister & is its patents. Combining the patents obtained and those currently pending related to cosmetics, there are more than 10. One of these is the "Long Lasting" technology. This long-lasting technology, which prevents makeup from smudging during work or exercise without the need for touch-ups, has been a significant differentiator for consumers.

CEO Jeon explained, "We continue efforts to enhance product performance," adding, "We collaborate with top-tier partners in Korea for cosmetic containers and production lines." Thanks to these differentiators, sales are rapidly growing. The site built on the global e-commerce platform Cafe24 has surpassed 120,000 members. CEO Jeon said, "We record double-digit growth every year," and "30% of total overseas sales come from Japan."

This year, Sister & plans to accelerate its overseas expansion and serve as a gateway to promote K-Beauty worldwide. Sister & has already established subsidiaries in France, the United States, Hong Kong, Japan, China, and Indonesia to conduct direct sales. Products are sold mainly through the company’s own mall and open markets in the U.S. and Japan. In China and Indonesia, they are awaiting approval from relevant government authorities.

CEO Jeon expressed his ambition, saying, "We plan to grow into a brand that can compete equally with luxury brands in domestic and overseas makeup markets with strong product performance," and "Although Korean beauty brands have minimal presence in the U.S. and European markets, we will solidify our brand foundation and successfully establish ourselves in the birthplace of makeup."