"Preserving Good Ingredients and Adding Natural Fragrance"…Targeting MZ with High-Quality Cosmetics

Shinsegae Inter sources top-quality ingredients for 'Roybi' directly from production areas
Offers reasonable prices with low margins... Plans to enter China within the year

Kim Hyun-il, Team Leader of Roybi

[Asia Economy Reporter Yujin Cho] "The scent ingredients of Roivi come from different imported origins. We source the raw materials directly from regions considered to have the best quality, such as Bulgaria, Italy, and Egypt."

On the 6th, we met Kim Hyun-il, the team leader in charge of 'Roivi,' the third in-house cosmetics brand created by Shinsegae International. His goal is to create a brand that represents the MZ generation by satisfying both preferences and ingredient safety, in line with the concept of clean beauty.

Since it is a brand emphasizing ingredients, the scent raw materials are sourced from all over the world. To import good raw materials, the import origins differ for each ingredient. Lavender is sourced from the Origen region in Bulgaria, known as the world’s lavender capital, and geranium is imported from Egypt. Bergamot, juniper, lemongrass, orange, and peppermint are brought in from all over Italy.

Team leader Kim said, "Natural scents are more expensive than artificial ones and have the disadvantage of large scent variations, so we put a lot of effort into securing places worldwide that can maintain good quality and ensure long-term supply." He added, "During the COVID-19 pandemic, European countries went into shutdowns, which made raw material supply difficult, but we could not give up on good quality."

To maintain freshness, the materials are imported via air freight with short delivery times. Kim said, "Our goal is to offer premium cosmetics, which were previously difficult for young people to access, at reasonable prices even if it means lowering margins."

In March, the product range will expand to include body, hair, and baby products. Hygiene products such as hand sanitizers will also be launched. The disinfectant gel and tissues, which have 99% sterilization power, have been differentiated by adding fragrance. Additional perfume products, which are the core of Roivi, will also be released.

Kim said, "The niche perfume market grew rapidly this year, and this trend will continue next year. We will expand the product range to include home fragrances such as diffusers and candles, evolving into a beauty lifestyle brand that encompasses consumers’ overall lives."

Overseas expansion is also being prepared within the year. Kim said, "Following Vidivici and Yeonjak, we are exploring Roivi’s entry into the Chinese market. The timing has not been finalized yet, but we plan to push forward within this year."