[Global Mega Hit Item] Eye Pencil That Reduces Makeup Time... "Japanese Women Also Hooked"

Over 4 Years, More Than 4 Million Units Sold
iPencil Customers Purchase Additional Products
Awarded Export Tower for $10 Million

Cheon Jeong-wook, CEO of VTPL

[Asia Economy Reporter Lim Chun-han] "Since 2018, more than 4 million units of iPencil have been sold. Overseas markets, including Japan and Southeast Asia, account for over 60%."

Cheon Jeong-wook, CEO of VTPL, said in an interview with Asia Economy on the 1st, "We have achieved cumulative sales of 50 billion KRW over the past three years until last year," adding, "The popularity of the iPencil series, which overseas customers often purchase 2 to 3 units at a time, has driven the company's growth."

VTPL's beauty brand Sister & sells various makeup products including the iPencil. It has gained great popularity by promoting the trending 'natural yet styled' (Kku-an-kku) concept. In particular, the iPencil Double Effect Waterproof accounts for half of Sister &'s total sales. Its smooth application allows anyone to easily create eye makeup looks.

CEO Cheon explained, "Simplifying the makeup routine before going to work is a major challenge for women everywhere," and added, "We have long researched ways to reduce makeup time while enhancing beauty, which led to the success of the iPencil." He continued, "Among Japanese female customers who lead busy lives comparable to those in Korea, the iPencil has received continuous positive reviews," and said, "A virtuous cycle has been established where customers who experience the strengths of the iPencil also purchase other products, resulting in a steep sales growth."

CEO Cheon received the '10 Million Dollar Export Tower' award at last year's Trade Day ceremony for Sister &'s export achievements. This success was largely due to the Korean and Japanese versions of their direct-to-consumer (D2C) online mall built on the global e-commerce platform Cafe24. CEO Cheon stated, "In a global market flooded with numerous beauty brands, clear concepts and the ability to operate D2C online shopping malls are essential for meaningful growth," and added, "Sister & was able to solidify its position by maximizing the completeness of color balance and focusing on customer communication online."