Mumucosmetic's 'Allong' Sets Sights on Japan, the Heart of Asian Beauty Market

Targeting the Japanese Delicate Zone Care Market through Local Corporations and Major Distributor Idaryogokudo

Japan PLAZA store

Allong Product Lineup

Mumoo Cosmetic, which operates the clean beauty inner body care brand allongs, is accelerating its entry into the Japanese market. The company announced on the 22nd that it has entered about 300 locations across Japan, including Shibuya Ward in Tokyo, through Idaryogokudo, Japan's largest cosmetics distributor.

Unlike the domestic market, the offline market in Japan's cosmetics industry is more than three times larger than the online market, making offline market penetration essential. Accordingly, the company is showcasing allongs at major offline stores such as Atcosme, a beauty-specialized cosmetic H&B store, and Loft, a popular variety shop. For the online market, it is expanding brand awareness through marketing on Japan's leading open market platforms such as Rakuten, Loft (ロフト), and PLAZA.

In Japan, a few large wholesalers dominate the entire cosmetics distribution market, making export transactions with them crucial. The company succeeded in securing contracts with the large distributor Idaryogokudo by establishing a local subsidiary and hiring local staff, thereby securing various distribution channels and achieving early market stabilization.

Considering that Japanese women have high concerns and interest in delicate zone (Y-zone care) management, Mumoo Cosmetic has introduced Y-zone exclusive care products, receiving great response. In fact, allongs Intimate Cleanser and Intimate Mist have consistently ranked high since their launch on the LOFT online mall. Also, taking into account Japanese consumers' high trust in ingredient safety when selecting products, the company released a vegan-certified male cleanser and, considering the emphasis on experience-oriented consumption, launched the allongs Trial Set, a pouch-type cosmetic kit, thereby expanding K-beauty’s territory in the delicate zone.

In the second half of the year, as self-care cosmetics consumption grows in Japan, allongs plans to introduce its steady seller, the self-waxing kit. This will provide an opportunity to discover demand for waxing products within Japan.

A Mumoo Cosmetic representative stated, “Following last year, we expect the market share of K-beauty products in Japan to grow further this year, and we plan to increase the number of stores carrying our products to about 800 by the end of this year.” They added, “We will strive for meticulous market penetration through segmentation of local consumer needs and focus on direct communication and experience building.”