TonyMoly’s Appeal Stretches Beyond the K-beauty Craze

Just weeks after launching on macys.com, TonyMoly beauty products have moved so briskly that the retailer added five more items to the original 33 in the assortment.
“Within the first week, more than half of our inventory was completely sold out,” said Alice Hyun, vice president of operations at TonyMoly USA. “We’re the first stand-alone Korean beauty brand at Macy’s,” she added, noting other K-beauty items are part of curations rather than brands.
Plans call for TonyMoly to be added to the Impulse Beauty department in Macy’s physical stores by year-end. The company is also scouring locations for its own company-owned flagship location.
The acceptance at Macy’s marks a milestone for TonyMoly. “Our success there proves we are a true brand, not just part of a [South] Korean beauty trend. We are becoming more mainstream in the beauty industry,” Hyun explained. “Our products resonate with customers beyond just being Korean beauty.”
TonyMoly bowed in South Korea 10 years and was one of the first K-beauty players to expand into the U.S. three years ago. The line is sold at Ulta Beauty, Urban Outfitters, select specialty doors and franchised units.
Industry sources estimate the TonyMoly has sales between $5 million to $10 million. TonyMoly would not comment on

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