Korea's TheFaceShop announces India expansion


The cosmetics retailer will launch a bricks-and-mortar store in the region next year, following an online roll-out

South Korean cosmetics brand TheFaceShop (TFS) has announced its decision to enter the Indian market in two phases.

Bringing the trend for ‘k-beauty’ to Indian consumers, TFS is already available via Amazon in the region, but will expand with physical stores next year, it confirmed with Cosmetics Business.

TFS is currently available in 34 countries with its skin, hair, fragrance, bathroom and colour cosmetics products featuring formulas with natural ingredients taken from plant sources and inspired by oriental medicine.

Diane Lee, TFS’ Overseas Marketing Manager, explained that the brand “is thrilled to meet beautiful Indian ladies and surprise them with innovative products”. The brand did acknowledge, however, that it may face “stiff competition” from other FMCG brands, but remains optimistic about its outlook.

TFS plans to provide on and offline activities for consumers including k-beauty classes, while it also intends to fuse and adapt its offering with India’s make-up culture.

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TFS launched its first store in 2003 in Korea and has been steadily growing since. Today the retailer has more than 2,950 stores with total sales in 2015 of US$570m.