The daily self-care functional cosmetic brand Avajar announced on the 10th that it will officially enter Taiwan's representative health and beauty (H&B) distribution channels Cosmed and POYA in July. This large distribution contract comes two months after entering 100 stores of Japan's large lifestyle select shop LOFT in April.
Through this contract, Avajar will supply products to a total of 680 offline stores, including 250 Cosmed locations and 430 POYA stores across Taiwan. Key items include V-lifting masks, neck patches, modeling packs, and a total of five types, all of which are high-function home care lineups specialized in skin lifting and elasticity improvement.
The company explains that this entry carries significant meaning as it goes beyond mere overseas expansion to securing key distribution channels known as major players in the H&B market in Taiwan. The company noted that the two channels are top beauty distribution networks that have penetrated the daily lives of Taiwanese consumers and are known for high entry barriers for foreign brands and fierce competition.
Cosmed is an affiliate of the largest distribution group in Taiwan, the Tongyi Group, operating approximately 460 stores and is referred to as the nation's drugstore. It serves as a major entry point for K-beauty brands and is a platform with high brand trust and purchasing power.
POYA started in 1975 as an accessory store and is a lifestyle-based distribution corporation operating over 200 stores for daily necessities and cosmetics. It has recently upgraded all stores to fifth-generation smart stores and is increasing efficiency with a computerized inventory and sales system.
Avajar plans to appeal to Taiwanese consumers from the initial entry by highlighting immediate effects and the brand concept of high-function self-care. In particular, lifting packs and modeling packs will emphasize comfort of use and efficacy while targeting the premium home care market for marketing.
The company intends to utilize its distribution experience in global markets such as the United States, China, and Japan to implement digital branding strategies through online marketing and collaborations with Taiwanese influencers.
An official from Avajar said, "Taiwan has a high level of loyalty to K-beauty, and the demand for functional cosmetics is steadily increasing. We aim to solidify awareness of premium K-beauty products such as lifting packs with this entry as a starting point."