Expansion in Japan, Certification for European Distribution Networks Underway
Simultaneous Entry into US Amazon and Offline Retail
Strategic Hubs Established in UAE and Saudi Arabia in the Middle East
Amid the global expansion of the K-beauty industry, BluezonWide Co., Ltd. (BluezonWide) is launching a full-scale push into overseas markets with its premium beauty brand, Either&.
Based on its unique brand planning capabilities and distribution strategies, BluezonWide has been accelerating export growth in key regions?including Japan, Europe, the Middle East, and the United States?since the second half of 2025.
Japan is the first market where regional expansion is in full swing. Either& has completed its regional expansion efforts within Japan and plans to officially begin exports at the end of June. BluezonWide aims to position the brand for premium consumers through local market research and targeted marketing strategies tailored to the Japanese market.
In addition, BluezonWide has signed a contract with UK-based global brand consulting firm ILBRAND to enter the European market with the Either& brand.
Through this partnership, the company is sequentially carrying out certification procedures to secure distribution networks not only across the EU but also in diverse regions such as the Middle East and Russia. After completing product registration and testing in compliance with local regulations, full-scale exports to various European countries are scheduled to begin at the end of June.
Furthermore, in the US market, direct exports will be carried out primarily through the online platform Amazon, while offline distribution will target various retail channels in the US via PCA Company. Localization marketing and SNS-based branding strategies targeting American consumers will also be implemented.
At the same time, preparations for entry into the Middle Eastern market are actively underway. In particular, the UAE and Saudi Arabia are being positioned as strategic hubs, with efforts focused on securing local certifications and distribution partnerships to facilitate market entry. The company is also considering the development of formulas tailored to Middle Eastern beauty trends and obtaining halal certification.
A representative from Either& stated, "As the global status of K-beauty rises, Either& also seeks to connect with overseas consumers through the brand's unique philosophy and quality," adding, "Starting from the second half of 2025, consumers around the world will be able to experience Either& products firsthand in major markets."
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