Going global: Clio Cosmetics debuts on Target.com as part of bigger expansion plans

17-Apr-2023 - Last updated on 17-Apr-2023 at 01:13 GMT

Clio Cosmetics is priming itself for entry into the European, Middle Eastern and South American markets. [Clio Cosmetics]

K-beauty company Clio Cosmetics is priming itself for entry into the European, Middle Eastern and South American markets, following record-breaking sales on US e-commerce platforms.

On February 16, Clio announced its entrance into Target.com, the e-commerce arm of one of America’s biggest retailers.

Through this move, the company will introduce its key brands, including CLIO, PERIPERA and goodal, to consumers in the region.

Yet, making a mark on Target.com is only the first step of Clio’s worldwide expansion plans.

“Celebrating our 30th anniversary this year, the company plans to set 2023 as the first year of a global leap forward. We aim to go beyond major cosmetics markets like China, Japan, South East Asia and the US, and actively advance into countries that have displayed unlimited growth potential, such as Europe, the Middle East and South America,” said Seonghun Yoon, vice president of Clio.

In addition, the firm is looking at opportunities in physical stores in the future.

Clio’s promising results during the Amazon Prime Day event in July 2022 is believed to be the confidence booster for the firm’s global ambitions this year.

The event saw Clio experience a 10-fold growth compared to the previous year.

Furthermore, over the Black Friday period in November, the firm achieved 88% year-on-year sales growth, the largest figure it has ever attained for promotional events in the US.

This news comes after South Korean cosmetic giants such as Amorepacific and LG H&H, which previously revealed their plans to shift focus to the North American markets.

Targeting young hearts

According to Clio, PERIPERA recorded the fastest increase in sales among Korean colour cosmetics brands on Target.com shortly after its launch.

This did not come as a surprise, as the brand’s Ink The Velvet lip tint has already been in the spotlight due to its viralness on TikTok, with users posting positive reviews about the product’s strong pigments, lasting power and affordability.

It also has more than 15,000 five-star ratings on Amazon, and was ranked eighth among the best-selling “TOP 100” products during the platform’s Black Friday event last year. In fact, PERIPERA was the only Korean colour cosmetics brand that entered this chart.

Another product that has captured the hearts of the millennials and Gen Zs in the US is goodal’s Green Tangerine Vita C Dark Spot Care Serum, which sold out within 24 hours of launch on Amazon in October 2022.

The brand, which stands for “Good+All”, is best known for its functionality and clean beauty claims.

“When venturing into overseas markets, Clio will introduce and market products that are localised and tailored to each country. Since the establishment of our new headquarters in 2020, we have realised sophisticated marketing strategies that reflect the ‘real voice’ of local consumers.

“Having gotten significant results as a K-beauty representative on Amazon, we will double down efforts to achieve high sales growth in the newly entered Target.com,” Yoon added.