K-Beauty Brand YUNJAC Expands in China, Launches at Leading Beauty Retailer After TikTok Success

YUNJAC by Shinsegae International

Officially Launches in China’s Offline Beauty Store “WOW COLOUR”

Plans to Establish Over 100 Distribution Channels Nationwide This Year

Shinsegae International’s high-performance skincare brand YUNJAC is entering the Chinese offline market, expanding its local business operations.

On the 18th, YUNJAC announced that it has officially launched in China’s leading beauty specialty store, WOW COLOUR, marking its entry into the offline market. The brand began sales at 50 WOW COLOUR stores nationwide, including key cities such as Shanghai, Beijing, and Shenzhen, and plans to add 50 more stores in the second half of the year, aiming to establish an offline distribution network of more than 100 stores by the end of this year.

YUNJAC has built a solid fandom on major e-commerce platforms such as Douyin (TikTok), Tmall, and Xiaohongshu. Earlier this year, the brand’s growth was recognized by winning the Douyin “Growth Leader” brand award.

Exterior view of Wow Color store in China. Shinsegae International

YUNJAC’s strategy is to leverage the brand awareness established online and connect it to China’s influential offline beauty specialty stores among Millennials & Gen Z, thereby diversifying its sales growth structure. In addition to expanding its offline channels, the brand plans to strengthen its presence in the Chinese market by focusing on its core base prep products.

YUNJAC is showcasing its flagship products centered around its bestseller, the Skin Perfecting Protective Base Prep. The Base Prep is a product that enhances makeup adherence and longevity, gaining popularity both domestically and internationally as an essential item in Cheongdam-dong makeup salons.

In particular, in China, growing interest in K-beauty’s signature firm and smooth skin expression has made the Base Prep a key sales driver for the brand. The product is recognized among Chinese consumers as a “perfect fit base” that optimizes skin condition during the skincare step, creating a complexion ideal for makeup application.

In response to the recent popularity of “glowing makeup,” a major beauty trend in China, YUNJAC has strengthened its lineup. Last month, the brand released two new prep products following the Base Prep: the Base Prep Pearl Echo and Base Prep Silent Velvet. The Base Prep Pearl Echo, in particular, has received strong initial sales as it aligns with the Chinese makeup trend favoring a natural, radiant glow. The Base Prep Silent Velvet has also received a positive response among consumers who prefer a matte finish and blurring effect.

Starting with its entry into WOW COLOUR, YUNJAC aims to continue its growth by expanding both online and offline distribution networks in China and strengthening locally tailored marketing efforts.

A YUNJAC representative at Shinsegae International stated, "Based on our proven brand power online, we have entered the core offline commercial districts favored by China’s Millennials & Gen Z. We will further solidify our position in China’s prep product category, focusing on our Base Prep offerings."

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