Dong-A Pharmaceutical’s derma-cosmetics brand FATION has entered the North American brick-and-mortar market by launching in Sephora stores across the U.S.
Dong-A Pharmaceutical announced on Monday that FATION has been featured in the Olive Young K-Beauty Edit section at 55 Sephora stores nationwide, showcasing four products from its flagship NOSCA9 line.
The products available include the Rapid Calming Toner, Rapid Calming Serum, Rapid Calming Cream, and Rapid Calming Serum Mask.
The Olive Young K-Beauty Edit is a dedicated section designed to introduce Korean cosmetics brands to North American consumers. A total of 19 Korean cosmetics brands, including FATION, are featured there.
Through this launch, FATION has expanded its sales channels from its existing U.S. online distribution network to brick-and-mortar stores. The company expects to broaden its reach among local consumers now that shoppers can see and purchase products in person at Sephora stores.
Dong-A Pharmaceutical plans to hold moving pop-up events and conduct product sampling at three major Sephora locations. It will also carry out social media marketing campaigns in collaboration with small-scale influencers both domestically and internationally.
FATION has previously expanded its overseas business by entering Asian markets such as Japan, Hong Kong, Taiwan, and Thailand. With this entry into Sephora in the U.S., the company plans to begin a full-scale push into the North American market.
A Dong-A Pharmaceutical official stated that based on FATION’s product excellence built up in the domestic skin trouble management market, it will strive to establish ourselves as a leading brand in the skin trouble and soothing categories in the North American market.
Meanwhile, FATION is a derma-cosmetics brand launched by Dong-A Pharmaceutical in 2019. Following the establishment of its Derma Research Center in 2018, Dong-A Pharmaceutical made a full-scale entry into the cosmetics business by launching FATION the following year. Initially, the brand expanded its product lineup with a focus on skin soothing and acne care.
FATION continued its growth momentum, led by its flagship product, the NOSCA9 Trouble Serum. After becoming available at all Olive Young locations in 2023, the brand expanded its scale by surpassing 10 billion KRW (about 7.3 million USD) in annual sales at Olive Young that same year. Since then, it has expanded its product lineup to include sun care and moisturizing products, and following its entry into China’s offline distribution network, it is now targeting overseas offline markets with its recent launch at Sephora in the U.S.