LF Vegan Beauty 'Atte' Enters Japanese Market ... "Introducing Products Exclusively for Local Market"

Signed Partnership with Japanese Distributor Sekido in September
Plans to Launch Japan-Exclusive Mask Pack Tailored for Local Market

LF's vegan beauty brand ‘Athe’ announced on the 10th that it will officially enter the global market, starting with Japan.

Athe signed a general distribution partnership with Japanese retailer Sekido in September and began both online and offline sales in the Japanese market. Established in 1963, Sekido operates import businesses in Japan focusing on fashion and cosmetics, and has been running the Korean cosmetics select shop ‘& choa!’ since 2021.

Since January this year, Athe has started selling on Japan's largest e-commerce platform, Qoo10 Japan. They introduced a variety of products including lip balm, skin and body care, and sun care products, as well as new items such as the ‘Vitamin C Freeze-Dried Ball’ and ‘Authentic Lip Glow Balm.’

Going forward, they plan to expand online sales channels and from March, enter offline channels such as Japan’s leading variety shops (select stores) and drugstores.

Reflecting Japanese beauty trends, they will also launch products exclusive to the local market. They are preparing to release a mask pack, a representative K-beauty product, developed specifically for the Japanese market, and have created Japanese-language packaging to strengthen localization.

An LF Athe representative stated, “Starting with Japan, we plan to actively globalize the brand from this year. We will aggressively expand sales channels and secure a solid fan base in Japan through locally exclusive products and marketing.”