K-Beauty Sehwa P&C Expands to Over 40 Countries Overseas... Challenges $10 Million Export Tower

46 Years of Experience... Quality Recognized Overseas
Flagship Brand 'Moremo'... Making Waves in Japan
"Trust with Clients is Our Competitive Edge"

Sehwa P&C, at the forefront of 'K-Beauty,' is aiming for $10 million in exports this year. Lee Hoon-gu, CEO of Sehwa P&C (pictured), said, "Due to the Russia-Ukraine conflict, export schedules have been delayed and raw material prices have risen, causing difficulties not only for us but for many companies." However, he added, "We will overcome this situation through economies of scale by focusing on our core items and reorganizing our distribution network."

Founded in 1976, Sehwa P&C started as a pharmaceutical company and transformed into a cosmetics company producing hair dyes. It has now become a global cosmetic company exporting hair care products and cosmetics to over 40 countries, including the United States, Japan, the Middle East, and Southeast Asian countries.

Despite the COVID-19 pandemic last year, the company demonstrated its strength by receiving the '7 Million Dollar Export Tower' award on Trade Day. CEO Lee stated, "Our export performance grew as we newly entered the Japanese market two years ago," and added, "The greatest competitive advantage is that consumers trust the quality of our products and use them confidently." He further noted, "Through our in-house research lab, we invest time and care into developing highly refined products, even when creating just one item."

Sehwa P&C’s flagship brand, Moremo, won the 'Best Cosmetics Award' last year on LIPS, a Japanese cosmetics review platform. Although offline stores in various countries reduced operations due to the COVID-19 situation, which could have impacted exports, the company overcame the crisis by strengthening online promotion through local influencers. Customers voluntarily posting reviews on social networking services (SNS) also played a crucial role.

CEO Lee said, "We collect feedback from consumers in each country and respond as much as possible," adding, "We also develop products tailored to specific countries to avoid falling behind in the market." Currently, the company is preparing to register for the CPNP certification required for exporting cosmetics to European Union (EU) countries.

In addition to boasting product quality, CEO Lee revealed that trustful relationships with overseas partners are the secret to export competitiveness. He said, "The trust and faith with our overseas partners have deepened, making us close like 'family members,'" and added, "Although it is a business relationship, we maintain a human-centered, personal connection."