K-beauty and fashion are causing a sensation worldwide. Korean cosmetics have overtaken the longstanding dominant French products in the United States and Japan to claim the top spot in exports, establishing themselves at the center of the global market. The fashion industry is also experiencing consistent growth. ChosunBiz conducted a relay interview with successful beauty and fashion brands recognized abroad, highlighting their unique product philosophies. [Editor’s note]
In June of last year, on Melrose Avenue in Los Angeles, a flagship store for a Korean color lens brand opened in the heart of the world's fashion street. This was unprecedented in the U.S. contact lens market, where a prescription from an ophthalmologist is required even for simple purchases. The brand in question is 'HapaChristin.' Its operating company, PPB Studios, is attempting to shift local consumers' perception of color lenses as both fashion and beauty items, thanks to the popularity of K-beauty.
HapaChristin is a beauty lens brand launched by PPB Studios in 2019 targeting the global market. With emotional design and marketing, it gained popularity in Japan and China, countries known for color lenses, with sales increasing from 100 million won in 2019 to 52.5 billion won in 2023, a rise of over 500%. It is also well-known in Korea as the 'Jang Won-young lens.' Sales for the first half of last year reached 33.8 billion won, a 150% increase compared to the same period the previous year.
On the 7th, Jang Jun-ho, co-CEO of PPB Studios, stated during a meeting at the company headquarters in Seongdong-gu, Seoul, that 'Color lenses are medical devices, but at the same time, I believe they represent the pinnacle of fashion and beauty,' adding, 'I want to show that the finishing touch of makeup and the culmination of fashion can be the gaze.'
Jang is a former venture capital (VC) evaluator. He first met the company as an investor in 2015. He became co-CEO in 2017, directly participating in management. He is confident that color lenses can become 'the next contender of K-beauty,' based on his experience leading the global success of the fashion brand 'CHUU.' He explained, 'Korea has world-class color lens manufacturers, but domestic distribution is underdeveloped due to regulations. We started targeting overseas markets directly, leveraging this strength through content and branding.'
HapaChristin launched its own mall in Japan and China in 2019 and has experienced rapid growth. With the trend of emotional and intuitive product showcase images exclusive to HapaChristin, it ranked 4th in sales in the Japanese market, which exceeds 1 trillion won in size. He noted, 'We took the risk of launching more than 60 products with carefully combined colors and patterns so that one look with the lenses could complete the day's style.'
HapaChristin's goal is 'to conquer the United States.' The U.S. market requires a prescription from an ophthalmologist for contact lens purchases, which has rendered the beauty-focused color lens market virtually nonexistent. Jang believes that if this market is developed, they can become the number one color lens brand globally. He remarked, 'The U.S. contact lens market is oligopolized by major lens companies such as Acuvue and Bausch + Lomb. Our goal is for HapaChristin to leap into the color lens market and become 'the fifth lens company.'
To change the perceptions of consumers and ophthalmologists, Jang has chosen the 'flagship store' model. Following the opening in Los Angeles, a 200-pyeong store was opened in Wynwood, a hot spot in Miami. They invited influencers and celebrities to leave wearing certification shots and created a beauty experience space by bringing in K-beauty brands. As a result, the local consumer response began to emerge. It is especially popular among Hispanics, who have a strong interest in beauty.
The biggest barrier is changing the fixed mindset of local ophthalmologists. They reportedly express discomfort with the idea that contact lenses are used for cosmetic purposes before being considered medical devices. To persuade them, Jang developed a system that creates personal online retail shops exclusively for ophthalmologists, maximizing their revenue through lens repurchases.
Jang noted, 'We faced suspicion as the first brand to enter the U.S. with color lenses, but now ophthalmologists are actually coming to us with distribution proposals.' He added, 'Currently, U.S. sales are at several hundred million won per month, but we expect this to increase exponentially as the business fully develops, including recruiting 1,000 ophthalmologists this year.'
Jang mentioned that the basis for the success in expansion abroad lies in the changing perceptions of the Korean fashion and beauty industry. He stated, 'K-beauty is expanding beyond skincare to include color, hair, and lenses,' and added, 'Color lenses can provide a sensory brand experience and can last longer as an item in the continuum of beauty trends.' He emphasized, 'HapaChristin will create an opportunity to solidify the color lens market as part of K-beauty.'