Aekyung Industry's Toedit, Launched via Daiso, Expands into U.S. Market

Expansion into Offline Channels Including Miniso and Palace Beauty

On August 27, Aekyung Industry announced that its makeup brand, Toedit, will be entering the U.S. market.

Toedit made its domestic debut through Daiso in November last year and recorded sales of 1.3 million units within seven months of launch. Having earned recognition for product quality among Korean consumers, Toedit is now making its foray into the U.S. market in the second half of this year.

Toedit began expanding its brand awareness by entering offline channels in the U.S. starting in July. The initial entry points include select Miniso locations on the West Coast, as well as Don Quijote stores in Guam and Hawaii, and K-beauty specialty shops such as Palace Beauty and Kolheim, which cater primarily to Asian and Hispanic consumers. The brand plans to strengthen communication with consumers through various local marketing strategies tailored to each channel.

With its entry into the U.S. market, Toedit is introducing a total of nine products that embody its brand concept of "instant skin correction with a single touch," including four types of Tear Eyeliners, three types of Stick Shadows, and two types of Highlighters. The brand also plans to expand its product lineup to include powders and cushions, introducing items tailored to its localization strategy.

A Toedit brand representative stated, "By entering various offline channels in the U.S., Toedit aims to increase accessibility for local consumers in their teens and twenties who are interested in K-beauty, and to showcase the quality of our products. Starting with this U.S. launch, we plan to expand our channels throughout North America to further enhance brand recognition."

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