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| yna@yna.co.kr 2026-03-06 14:59:59
SEOUL, March 6 (Yonhap) -- LG Household & Health Care said on Friday that its vegan makeup brand Freshian has entered the Japanese premium beauty market by launching both online and offline at CosmeKitchen, a leading natural and organic beauty retailer in Japan.
CosmeKitchen is a high-end select shop that curates beauty products made with sustainable ingredients, including upcycled raw materials. In Japan, the store is known for attracting customers with a strong interest in health and environmental sustainability.
Freshian is a vegan-certified makeup brand that pursues “conscious beauty.” Its products use eco-friendly materials such as bio-PET packaging made from sugarcane and puffs produced from corn starch.
The brand is already seeing early success in the Japanese market. Its bestseller “Egglike Cream Blush” ranked No. 1 in the cheek category on CosmeKitchen’s online mall shortly after launch. Another product, the essence-based lip item “Serum Lip Tint,” formulated with flower extracts, has also received strong responses from local consumers and quickly secured additional listing plans.
Starting next Thursday, Freshian products will also be available at Biople by CosmeKitchen, a lifestyle select shop that covers a broader range of natural and organic products beyond beauty.
Along with this expansion, Freshian will introduce “Egglike Cushion Mini” to the Japanese market. The compact vegan cushion foundation contains 75% hydrating essence and is designed in a small, portable size that fits easily into a pouch or pocket for convenient use anytime.
Freshian plans to continue expanding its product lineup across online and offline channels in Japan to broaden its customer reach. A Freshian representative said, “CosmeKitchen’s philosophy of naturalism aligns closely with the vegan beauty values that Freshian pursues. Through this launch, we hope to present Freshian’s unique sensibility and product quality more closely to Japanese consumers.”
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