LG Household & Health Care's vegan makeup brand "Pressian" is continuing its growth trajectory, using Curry as a springboard. After building brand awareness on Curry, the company expanded its sales channels and entered Japan's premium clean beauty market.
Kim Kyung-hwa, MD (Merchandise Planner), met with Money Today at the LG Seoul Station Building in Jung-gu, Seoul, on the 29th of last month. "Pressian formed a connection with Curry because our brand philosophies aligned," she said. "Curry's customer base, which meticulously scrutinizes ingredients, quality, and sustainability, shares values similar to those Pressian pursues."
Pressian is a vegan and wellness brand launched by LG Household & Health Care in 2022. The company offers products that prioritize sustainability, applying vegan certification to all items and incorporating materials such as bio-PET guaranteed recycled material made from sugarcane and cornstarch puffs.
Since entering Curry, Pressian has shown solid growth. Sales through the Curry channel increased by 28.9% year-on-year last year and rose by 29.8% in the first half of this year. Compared with the first half of 2024, sales volume more than doubled in two years.
Bang Ji-yeon, ABM, said, "Pressian did not have high initial awareness, so we considered how to introduce the brand to Curry customers early on. Curry's beauty team advised us on customer characteristics and product management strategies."
In particular, the Egglike Cream Blush launched on Curry in 2024 became a turning point for growth. Shortly after its release, it ranked first in Curry's real-time searches and makeup category rankings, and was named to the "Curry 3rd Anniversary Hall of Fame." At the 1st Curry Beauty Festa held that same year, approximately 6,000 visitors visited the Pressian booth over four days. In online special exhibitions, more than 1,400 units of the blush alone were sold.
The cumulative sales volume of the Egglike Cream Blush has surpassed 600,000 units. Word of mouth spread as it was used in the makeup of celebrities such as Tae-yeon, Yoon-a, and Jeon So-mi, further boosting growth. A lip balm used by BTS's Jin during a concert also drew attention.
The differentiator of the cream blush lies in its formulation. Kim Kyung-hwa, MD, explained, "In a blush market dominated by powder forms, we chose a cream formulation. We focused on creating a product that adheres thinly and naturally to the skin while covering pores and preventing makeup from breaking down over time." Jin Yu-min, ABM, emphasized, "While blush is strongly perceived as a color cosmetic, Pressian considered products that beautifully enhance skin expression. Rather than an artificial look, we aimed to create a formulation that highlights the skin's natural glow while covering pores."
Pressian is focusing on building brand competitiveness beyond its blush. The company plans to discover "next hero" products based on the awareness secured through its representative items. To this end, it will increase activities to convey its brand philosophy offline starting next year.
Internationally, the company is positioning the United States as a key growth axis following Japan. Pressian entered Cosme Kitchen, a natural and organic beauty concept store in Japan, this year, and the Egglike Cream Blush immediately ranked first in online sales for cheek products. The strategy is to slowly expand the market by focusing on channels that understand the brand's value, rather than aggressively expanding distribution networks. The company plans active expansion in the United States, intending to broaden distribution channels while monitoring local consumer reactions.
Kim Kyung-hwa, MD, said, "Both Japan and the United States are markets where Pressian's brand values of wellness and veganism can resonate. Pressian's goal is to establish itself as a global wellness brand representing K-beauty. Rather than releasing trendy products in the short term, we will build the brand's identity based on differentiated formulations, product strength, and sustainable values."
in LIVING
