THOME, the beauty brand that has been expanding its global reach through nearly 580 Sephora stores across the United States, is now set to make waves in the UK market. Building on its success in America, THOME is ramping up its international strategy by extending its footprint into Europe.
According to industry insiders on Wednesday, THOME, the private aesthetic brand under At Home, is gearing up to launch at MOIDA, a UK-based K-beauty specialty store, next week. With locations including London’s Westfield Stratford City, MOIDA will serve as THOME’s gateway to the European market.
THOME plans to showcase its innovative droplet ultrasonic beauty device through local UK distribution channels, complete with product demos and enticing promotions. This UK debut is just the beginning, as THOME aims to expand its presence across key European markets.
This exciting UK launch comes on the heels of THOME’s booming overseas business, particularly in the U.S. September saw THOME’s international sales skyrocket by approximately 125% compared to June when its U.S. offline sales kicked off, hitting an all-time monthly high. Overseas revenue now consistently accounts for over 20% of total sales, a milestone first achieved in July.
In the U.S. market, THOME’s growth has been fueled by its presence in major beauty retail channels and a surge in online sales. The brand’s star product, The Glow Signature, made a splash at Olive Young’s Pasadena store in May, instantly topping the retailer’s US online charts and selling out its initial stock in just three days.
THOME has also been killing it in social commerce. From July 22-28, it clinched the top spot in weekly sales for skincare tools on the U.S. TikTok Shop. In fact, THOME’s TikTok Shop sales in July saw a mind-blowing 8127% increase compared to the same month last year.
Riding this wave of success, THOME joined the Olive Young K-Beauty Edit, a curated selection of 19 K-beauty brands, which paved the way for its expansion into Sephora stores across the US. Since August, THOME products have been gracing the shelves of about 580 Sephora locations and their online store, standing out as the sole beauty device brand in the lineup.
THOME isn’t just conquering the West; it’s also making serious headway in Asian markets like Japan and Hong Kong. In Hong Kong, the launch of The Glow Pro in July was a smash hit, with all 300 initial units flying off the shelves and over 1,500 eager customers signing up for restock notifications.
At the heart of THOME’s success is The Glow Signature, a cutting-edge home beauty device that harnesses dual-frequency ultrasonic technology at 3MHz and 10MHz. At Home leverages its expertise in electronic device development and quality control, honed through its home appliance business, to create top-notch beauty devices. The brand also offers a range of complementary skincare products like ampoules and serums to enhance the beauty routine.
The UK is emerging as a hotspot for K-beauty, with demand soaring. Boots, a major UK health and beauty retailer, reported that K-beauty sales quintupled last year. With CJ Olive Young and Sephora planning to expand their K-beauty collaborations to the UK by 2027, competition among Korean beauty brands for prime shelf space is set to intensify.
As THOME sets its sights on the UK, it plans to apply the valuable lessons learned from its U.S. success. To familiarize British consumers with its innovative droplet ultrasonic technology, THOME will focus on training local sales staff and offering plenty of hands-on product experiences. Looking ahead, the brand aims to tailor its device and skincare product offerings to suit the unique preferences and retail landscapes of each new market it enters.
