▲ This poster provided by Shinsegae International celebrates the Popular Cleansing Product award win by the cleansing product of its cosmetics brand Vidivici at the 2026 Watsons HWB Awards. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, July 31 (Yonhap) -- Shinsegae International said Friday its cosmetics brand Vidivici is accelerating its expansion into China's offline beauty market by broadening its presence in Watsons stores and major beauty retailers.

 

Vidivici has recently completed its rollout to 2,330 Watsons locations in China, representing more than half of the health and beauty retailer's approximately 4,000 stores nationwide.

 

Beginning in the second half of the year, the brand will also enter KKV, one of China's leading lifestyle and beauty retail chains, where it will offer two cushion foundation products, the Petal Glow Cream Blush and the Peptide Butter Tint Balm.

 

The company also plans to expand distribution through major beauty retailers and lifestyle stores, including HARMAY, Pangdonglai, Hema and Rainbow.

 

Shinsegae International said Vidivici already operates on major Chinese e-commerce platforms such as Tmall, Douyin and Kuaishou, and that the offline expansion strengthens its integrated online and offline retail network in the market.

 

Building on the success of its cleansing products in China, the brand now aims to accelerate growth in the base makeup segment.

 

As part of that strategy, Vidivici plans to position its Black Perfection Cover Fit Cushion and Nude Perfection Skin Fit Cushion as its next key growth drivers alongside its cleansing lineup.

 

"Vidivici has established itself as a K-beauty brand with a strong competitive edge in cleansing products in China," a company official said. "By expanding our retail network and developing base makeup into another core category, we aim to further strengthen our position in the Chinese market."

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]