VDL posts four-digit sales growth on Shopee in Southeast Asia

▲ “Color Correcting Primer,” a bestselling beauty product of VDL in South Korea and Japan. Photo courtesy of LG Household & Health Care. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Feb. 27 (Yonhap) -- LG Household & Health Care said on Friday that its color cosmetics brand VDL and oral beauty brand Euthymol have recently seen rapid growth across Southeast Asian online channels, building a solid revenue base in the region.

Home to roughly 700 million people, Southeast Asia is a key market where K-beauty enjoys strong popularity. LG H&H has operated in the region since establishing its Vietnam subsidiary in 1997 and its Thailand subsidiary in 2018, rolling out brands such as The History of Whoo, O HUI, CNP, Physiogel and The Face Shop.

VDL, a premium makeup brand, entered Shopee, the leading e-commerce platform in Southeast Asia, in May last year. Since then, its sales have surged, recording four-digit growth as of December 2025 compared with its first month on the platform. By the end of the year, VDL ranked No. 1 in the primer category on Shopee Thailand.

The brand actively leveraged influencer marketing, highlighting its “Color Correcting Primer,” a bestseller in South Korea and Japan. Positive reviews and word-of-mouth spread among Thai consumers, particularly praising the product’s strong adherence. VDL also utilized Shopee’s local logistics network, shortening delivery times from up to 12 days to five days or less.

▲ The brand actively leveraged influencer marketing, highlighting its “Color Correcting Primer,” a bestseller in South Korea and Japan.

Based on its performance, LG H&H won the “Excellence in Multi-Brand Growth Strategy” award at the 2026 Shopee Korea Seller Awards held in Seoul earlier this month.

Meanwhile, Thai consumers have also responded enthusiastically to Euthymol, described as a British royal heritage oral beauty brand. Its flagship “Whitening Purple Corrector Toothpaste” generated sales exceeding 100 million won on the first day of its launch last December on Lazada Thailand.

The brand appointed BamBam, a Thai member of K-pop group GOT7, as its model, rapidly boosting brand awareness in the market. As a result, Euthymol ranked No. 1 in the oral care category on Lazada Thailand during its launch month, while LG H&H received the “Korean Brand Excellence” award at the Lazada Global Awards.

An LG H&H official overseeing Southeast Asia operations said the company’s strategy of first building trust with proven hit products has paid off, adding that VDL will strengthen its position as a prestige K-makeup brand and Euthymol as a high-functional oral beauty brand while delivering differentiated customer value.

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