Stock Price Up 68% Since Late July
Brand Competitiveness Proven on TikTok Shop
Overseas Sales Expected to Grow in the Second Half
The stock price of iFamilySC, which has launched cosmetics brands such as Romand, And by Romand, and Nudez, is rebounding rapidly. Among color cosmetics brands listed on the domestic stock market, the company has shown the most significant improvement in performance.
According to the financial investment industry on September 2, 2025, the stock price of iFamilySC rose 67.6% from 16,110 won at the end of July to 27,000 won as of the previous day. Domestic institutional investors led the rise by recording a cumulative net purchase of 16.2 billion won.
iFamilySC began its cosmetics business in 2016 by launching the color cosmetics brand Romand. Romand has grown into one of the leading K-beauty brands, exporting to Korea, China, Japan, Southeast Asia, and the United States. In 2023, the company introduced new brands such as And by Romand, an exclusive brand for Lawson convenience stores in Japan, and Nudez, a vegan color cosmetics brand.
In the second quarter of this year, iFamilySC posted consolidated sales of 57.7 billion won and operating profit of 7.2 billion won. These figures represent increases of 17.7% and 3.2%, respectively, compared to the same period last year, slightly falling short of market expectations. Excluding the impact of expanded losses in the wedding and other business divisions, the cosmetics division achieved record-high sales, marking the most significant performance growth among listed color cosmetics companies.
Han Yoojeong, a researcher at Hanwha Investment & Securities, stated, "Last month, the brand newly entered the US beauty retailer Ulta Beauty and is expanding sales through major online channels such as Amazon and TikTok. US sales are growing every quarter," she explained.
She added, "No Korean color cosmetics brand has yet achieved meaningful results in Western markets. iFamilySC continues to prove its solid position in its existing markets of Korea and Japan, despite fierce competition."
TikTok Shop is one of the fastest channels to gauge the reaction of Millennials & Gen Z in the US cosmetics market. The sales trend on TikTok Shop demonstrates iFamilySC's brand competitiveness. Heo Jena, a researcher at DB Financial Investment, analyzed, "Romand entered TikTok Shop in April this year and is estimated to have achieved sales of over 800 million won in July and over 1 billion won in August."
Researcher Heo predicted, "Since the second quarter of this year, growth has been rapid in Southeast Asia, the Americas, and Europe. Overseas sales in the second half of this year are expected to reach an all-time high."
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