[Global Hit Item] Roanis, Capturing Southeast Asia's Preferences with Hair Care

Overseas Sales Doubled in Q4 Last Year
Building a Healthy and Soft Image

Roanis Hair Care Products.
Photo by Cafe24

"The popularity of Korean hair care products is soaring in Southeast Asia. This is the result of the high preference for K-brands combined with quality and safety."

On the 18th, Noahd CEO Bae Byung-soo said in an interview with Asia Economy, "We launched the hair care brand Roanis in 2021 and have been targeting Singapore, Malaysia, Vietnam, and the Philippines simultaneously," adding, "In the fourth quarter of last year, overseas sales more than doubled compared to the same period the previous year."

The company name Noahd is a combination of 'No' and 'Add,' meaning 'pure without impurities.' CEO Bae explained, "We use the Cafe24-based global e-commerce platform as an online communication channel to explain the brand and product features."

In particular, Roanis has built a brand image of 'healthy softness.' This was based on the judgment that a slogan that could attract attention was needed in the highly competitive hair care market dominated by large corporations. CEO Bae emphasized, "We make hair care products using natural ingredients, including patented plant-based proteins, but exclude silicone ingredients," adding, "The goal was to create products that can be used by everyone from children to pregnant women."

Not only the brand concept but also strong product quality laid the foundation for growth. CEO Bae said, "Sales growth is especially strong in the Singapore market, where product selection standards are high. We feel that even without being a large corporation, we can succeed in the high-end market," and added, "The increase in customer reviews mentioning using hair care products together with young children means that the safety of Roanis products has become known in the market."

This year, the focus remains on global growth. CEO Bae stated, "Currently, the business centers on treatment products, but we plan to expand into shampoos and increase the number of countries where we sell," and added, "The most important value of Roanis lies in the safety of the products promised to consumers in each country. We will continue to accelerate research and development on product ingredients."

This content was produced with the assistance of AI translation services.