Vegan Cosmetics Featuring Bamboo Water and Phytoncide
Sales and Credibility Soar After Entry into Policy Duty-Free Shops
Accelerating Distribution Diversification Through Global Platform Expansion
"We will only include ingredients that are good for the skin." This principle, which CEO Lee Jeongsuk has insisted on since the company's founding, has grown PNStory into a vegan K-beauty brand. With bamboo water and phytoncide ingredients at the forefront, the company is now expanding its reach to global markets.
According to industry sources on August 25, PNStory has been developing cosmetics based on natural ingredients in collaboration with dermatology and plastic surgery experts since its establishment in 2017. Utilizing natural raw materials such as phytoncide, known for its excellent antibacterial and anti-inflammatory effects, and highly concentrated bamboo water, the company secured a patented substance after eight years of research. Its flagship products include the 'Green Bible Bloom Cushion,' which offers whitening, wrinkle improvement, and UV protection; the 'Green Bible Bloom Sun Cream,' which contains a patented blue light-blocking ingredient; and the 'Bamboo Essence Mask Pack,' which contains more than 73% bamboo water. All products are vegan-certified and have gained high consumer trust through clinical trials and hypoallergenic testing.
Although PNStory had secured product quality, its biggest challenge was securing distribution channels. The company sought ways to promote the excellence of its products to both domestic and international customers. During this process, it seized the opportunity to enter Panpan Duty Free, a policy duty-free shop operated by the Ministry of SMEs and Startups and the Korea Small and Medium Venture Business Distribution Center (KODIT). With a total of four stores operating in Terminals 1 and 2 of Incheon International Airport, the policy duty-free shop serves as a dedicated distribution support project for small and medium-sized enterprises, acting as a direct gateway to domestic and international consumers.
The effect of entering the duty-free shop was significant. Last year's sales increased by more than 80% compared to the previous year, and the mere fact of being stocked in a duty-free shop enhanced the brand's credibility, according to the company. A company representative said, "In particular, we actively promote our duty-free shop entry during export consultations and buyer meetings, using it as a reference to prove the excellence of our products."
Success at the duty-free shop soon led to diversification of distribution channels. Domestically, PNStory succeeded in entering Lotte Home Shopping, while in China, it launched at the Hainan Duty Free Shop. Currently, products are also available through both online and offline channels such as Naver Smart Store, Coupang, Olive Young, and Haengbokhan Department Store. PNStory is also selling its products on global platforms including Amazon in the United States, Qoo10 in Japan, and in Vietnam.
A company representative stated, "Entering the policy duty-free shop gave us the confidence that our brand can succeed in the global market," adding, "We will continue to promote vegan K-beauty to the world."
Panpan Duty Free, which began operations in November 2021, offers benefits such as lower commissions and sales staff support to its small and medium-sized tenant companies compared to private duty-free shops. Since opening, it has recorded total sales of 38 billion KRW by the end of last year, firmly establishing itself as a bridgehead for small and medium-sized enterprises seeking to enter overseas markets.
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