Aekyung Industrial's 'Luna' Concealer Sales Quadruple in Japan

Continuous Growth Since Entering in 2021 Through the First Half of This Year
Channel Expansion Tailored to Local Distribution Structure and Consumer Characteristics

Aekyung Industrial's cosmetics brand LUNA announced on the 18th that it achieved approximately fourfold growth in internal sales in Japan in the first half of this year compared to the same period last year.

LUNA is a makeup-specialized brand, with its core product being the 'Long Lasting Tip Concealer.' In the first half of this year, the product line was diversified with items such as the 'Conceal Blender Palette' and 'Blur Cover Cushion.' The main customer base consists of young women in their teens to thirties.

LUNA began entering online platforms such as Qoo10 Japan and Rakuten in 2021, and in November of the following year, started selling concealers through over 650 stores across 12 well-known offline channels in Japan.

This is an entry strategy tailored to Japan's unique distribution structure. LUNA first entered online channels to build brand awareness and gather sales data, then expanded into offline stores, which are dominant in the Japanese market. As of June, the number of stores carrying LUNA products reached approximately 4,600. Consequently, offline sales increased significantly, with the sales proportion rising from 61% in the first half of last year to 77%.

Thanks to the attention received in the offline market, overall sales also rose sharply. LUNA achieved fourfold sales growth in the first half of this year compared to the same period last year. Although the sales proportion in the online market decreased, performance generated through online channels such as Qoo10 Japan, Rakuten, and Amazon Japan more than doubled based on internal sales.

An Aekyung Industrial representative stated, “LUNA is striving for comprehensive expansion in the base makeup category within the Japanese market by introducing not only the Long Lasting Tip Concealer, which has been recognized for its product quality domestically, but also cushions and foundations. We will continue to strengthen our strategies to establish a firm position as a makeup brand.”