Watsons Asia develops fresh partnerships with Mise En Scène and COSRX

The market size of K-Beauty will continue to grow in six years.

Watsons has partnered with Mise En Scène and COSRX, both K-Beauty brands. Their partnerships aim to deliver more choices to beauty lovers across Asia while helping to incubate up and coming brands to expand their penetration.

According to the data released by the Korea Customs Service and Korea Cosmetic Association, South Korean cosmetics exports climbed 16.1% to reach $7.6b in 2020 despite the pandemic.

Watsons International exclusive brands director Susanna Yuen said, "We continue to see that K-Beauty is highly sought after by our Watsons customers even during the pandemic. To meet this surging demand, Watsons has partnered with several K-Beauty brands to deliver more choices to beauty lovers across Asia while helping to incubate up and coming brands to expand their penetration. Mise En Scène and COSRX are two outstanding examples that show how Watsons has helped K-Beauty brands enter new markets and build up a strong market position."

Mise En Scène is a total hair cosmetic brand under Amorepacific that offers a diverse range of hair styling products. Its signature hair product, Hello Bubble, was first introduced in Watsons Taiwan in 2018 and exclusively launched in Singapore, Malaysia and Thailand in 2020. It will roll out in Hong Kong soon. Since its launch, Mise En Scène's Hello Bubble has grown at a compound annual growth rate (CAGR) of 90%, owing a lot of its success to its partnership with Watsons.

COSRX is another K-Beauty brand that has benefited hugely from its exclusive partnership with Watsons. This skincare brand launched through Watsons in Singapore, Malaysia, Thailand and the Philippines exclusively in 2017, resulting in a CAGR of over 80%.