LF Beauty Brand 'Atte' Enters Vietnam... "Accelerating Global Expansion"

Expansion into Vietnam Following Entry into Japan
Exclusive Distribution Partnership Signed with C-Store
Online Launch Scheduled for March

LF, a lifestyle culture company, announced on the 27th that its vegan beauty brand ‘Athe’ is making a full-scale entry into the Vietnamese market following Japan.

Athe signed an exclusive distribution partnership with Vietnamese retailer C-Store last November and is preparing for local online and offline sales. C-Store is an agency that exports cosmetics based on various online and offline channel agreements in Vietnam and Japan. It operates popular K-beauty brands such as Toriden and Too Cool For School in Vietnam.

In March, Athe plans to launch on Vietnam’s largest online e-commerce platforms, ‘Shopee’ and ‘TikTok Shop.’ It also aims to enter offline stores such as well-known drugstores within the year.

Vietnam is the second country where Athe is actively expanding its global sales following Japan. In September last year, Athe signed an exclusive distribution contract with Japanese retailer Sekido and began sales on Qoo10 Japan, the largest e-commerce platform in Japan, starting January this year. From March, it plans to enter Japan’s leading variety shops and drugstores as well.

Athe plans to aggressively target the market with 100% vegan ingredients and a brand philosophy of ‘effect-first,’ offering dedicated products and marketing strategies tailored to customers’ skin types. The brand emphasizes sun care products and lip glossy balms considering the high UV index, and will also introduce cushion products with a refreshing feel suitable for hot and humid climates.

An LF Athe representative said, “Vietnam, where interest in K-beauty is high, is Athe’s second global stage,” adding, “We will establish ourselves as a leading K-vegan beauty brand through customized products that reflect the skincare concerns of local customers.”