[News Space=Reporter seungwon lee] The contemporary vegan beauty brand 'Athe' of lifestyle and culture company LF is making full-fledged foray into the Vietnamese market following Japan.

Athe is preparing for local online and offline sales by signing a distribution partnership with Vietnamese distributor C Store Co., Ltd. in November 2024. In March, it plans to enter Shopee and TikTok Shop, Vietnam's largest online e-commerce platforms, and aims to enter offline stores such as famous drugstores within the year.

Vietnam is the second country after Japan where Athe is starting global sales in earnest, and local interest in K-beauty products is steadily increasing. Athe plans to aggressively target the market not only with its flagship products, but also with specialized products and marketing strategies tailored to customers’ skin types based on its 100% vegan ingredients and ‘effects first’ brand philosophy.

In particular, they will be focusing on sun care products and lip glow balms that take into account the high UV index, and they will also be introducing cushion products with a refreshing feel suitable for hot and humid climates.

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

Amid the recent increase in interest in functional home care products, Ate is making a leap forward as an 'effects-first' K-vegan beauty brand starting with the 'melaser 7-day programming ampoule' this year. In September 2024, it signed a distribution contract with Japanese distributor Sekido and began sales on Qoo10 Japan, Japan's largest e-commerce platform, in January, and plans to enter major Japanese variety shops and drugstores from March.

Meanwhile, C-Store Co., Ltd. is an agency that exports cosmetics based on various online and offline channel agreements in Vietnam and Japan, and is currently expanding popular 'K-beauty' brands such as Torriden and Too Cool For School in Vietnam.