K-Beauty enters the full-scale market: Accelerating its entry into the North American market with the “Expert-Distribution-Brand” triangle

X+ enters K-beauty in earnest... Accelerating entry into the North American market with the 'expert-distribution-brand' triangle

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• Strategic cooperation with Amazon K-beauty success partner 'Science and Technology'

• Acquisition of global derma brand 'Egg Clinic'

• 2028 export target of 150 billion won

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XPLUS (XPLUS), a company specializing in consumer goods, has begun to target the global market by entering the K-beauty market in earnest. Xplus plans to focus on the North American market through a 'triangular strategy' that combines a group of industry experts, local distribution partners in North America, and a high-growth brand portfolio.

This project is led by the subsidiary Signal Wave (Signal Wave). Signal Wave is an expert organization composed of key personnel who have led the successful launch and growth of major beauty brands in Korea, and has the ability to carry out the entire process from brand planning to marketing on its own.

In particular, in order to enter the North American market, we signed a strategic partnership with “EOEO (EOEO)”, which has many K-beauty success stories on Amazon. In addition to Amazon, IT is building a strong network in major online and offline distribution channels in North America, such as Costco (Costco), Ulta Beauty (Ulta Beauty), Target (Target), and Walmart (Walmart). Through this collaboration, SignalWave plans to establish a brand strategy reflecting local trends and consumer data, and further increase the speed of market entry based on Science and Technology's proven distribution and marketing infrastructure. The recently secured investment of 11 billion won is also being focused on targeting the North American market.

Recently, Science and Technology completed an official move into an X+ office near Nonhyeon Station in Seoul to expand its global business and secure a joint research and development base. In addition, as “Bagel Labs (Bagel Labs)”, an affiliate of Xplus and a digital healthcare solution company acquired by Xperix, also built a new nest in the same office building, Xplus strengthened its position as an open innovation hub that combines beauty and healthcare.

SignalWave is developing a 'two-track growth strategy'. As a first strategy, we will simultaneously present 4 new brands with a “TikTok-able (TikTok-able)” concept in line with global social media trends such as TikTok and Instagram as a skincare, hair, and personal care lineup. Through this, we aim to achieve exports of 70 billion won in 2027 and 150 billion won in 2028.

The second strategy is to strengthen the portfolio of the recently acquired global derma cosmetics brand “Egg Clinic (Egg Clinic).” Egg Clinic is a derma brand developed based on clinical data and technology from dermatologists at Shinsa Egg Clinic, and has already proven its competitiveness in overseas markets such as Hong Kong, Japan, and Italy. Through this acquisition, Xplus plans to fully expand Egg Clinic's sales to major distribution channels in North America, including Amazon.

Xplus plans to nurture the K-beauty business as a sustainable global growth model rather than a short-term trend. The mid-term goal until 2028 is to build a 'Global Brand Factory' that organically combines professional personnel, local partnerships, and promising brands to continuously create brands that are relevant in the global market.

An Xplus official said, “We are building a system that creates the fastest and most accurate brand desired by the global market,” and “the execution ability of experts who have experienced all stages firsthand from brand birth to global expansion will be the greatest competitive advantage of the Xplus K-beauty business.”

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