HK Inno.N Beauty Brand "Bewants" Expands Presence in Southeast Asia

Expansion into Major Health and Beauty Stores in Singapore, Thailand, and Malaysia

HK Inno.N announced on October 28 that its slow-aging skincare brand "Bewants" is accelerating its entry into the Southeast Asian market, following the domestic launch of the "Seaweed PDRN Glow Peel-Off Jelly Mask."

After proving its product quality in the domestic market-such as entering Olive Young stores within three months of launch-Bewants is expanding its key bases in Southeast Asia by securing entry into major distribution channels in Singapore, Thailand, and Malaysia.

Scenes from the HK Inno.N Beonez event held at Watsons Singapore. HK Inno.N

Recently, Bewants launched the "Seaweed PDRN Glow Peel-Off Jelly Mask" on "TikTok Shop," one of Singapore's online channels, and held a live commerce session to showcase its superior product quality to local consumers.

In Singapore, Bewants is strengthening its market presence with a diverse product lineup, including eye serum sticks, eye patches, lifting creams, and sunscreens. In particular, next month, the brand will secure top-shelf displays at major locations of Watsons, Singapore's leading health and beauty store, and will conduct large-scale promotions.

In Thailand, Bewants successfully concluded an offline pop-up event last month at "Beautrium," a major local health and beauty store. Amid strong interest in K-beauty from local consumers, the brand's best-selling eye serum stick gained significant popularity, demonstrating both product excellence and market potential.

Bewants has also entered the Malaysian beauty market. The brand recently confirmed its entry into both the online and offline channels of "SASA," a major beauty retail chain in Southeast Asia. SASA operates 70 stores in Malaysia, and Bewants will be available in more than 40 of these locations.

A representative from Bewants stated, "The fresh and moisturizing feel of Bewants products has been well received by consumers in Southeast Asia's hot climate," adding, "We will continue to accelerate the expansion of distribution channels and strengthen brand awareness through customized strategies tailored to each market."

Bewants is a slow-aging skincare brand targeting consumers in their 20s and 30s, offering a wide range of skincare lines including eye care, sun care, and care for dark spots and blemishes. The brand is expanding its presence in the global K-beauty market, not only in Korea but also in the United States, Japan, and Southeast Asia.

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