Expansion plans are in the works for K-Beauty skin care brand, belif.
For starters, belif, which is best known for its moisturizing skin care products including Aqua Bomb and Moisturizing Bomb, will be available both in-store and online at Ulta Beauty beginning January 2020. Belif, owned by LG Household & Healthcare, aims to make their cult favorite products more accessible to consumers. The initial roll out will reach nearly 300 doors by the end of the first quarter. The Bomb products have sold more than six million units worldwide and continue to grow in popularity following belif’s Europe and Canada launch. The brand is also sold at Sephora.
Beyond entering Ulta Beauty, belif will also be sold by New Avon representatives in the first quarter with a targeted product offering. LG owns the U.S. rights to New Avon, and the company is looking to launch more LG brands to the Avon portfolio next year. Amazon is also on belif’s distribution list in 2020.
“We will continue to focus on strategically growing the business to reach the critical mass in the U.S. through our key retailer partnerships. Next year, we are also investing more into marketing and advertising to raise our brand awareness,” explained Anna Choi, belif Marketing Manager.
New Avon announced in October that its network of 250,000 sales reps throughout North America would soon have access to LG’s R&D capabilities in cosmetics, personal care, fragrance, hair care and packaging and design, allowing it to benefit from LG’s technology. Collaborations include Avon x The Face Shop—a collection of skin care and makeup in exclusive shade ranges in new-to-Avon formats, such as the famed cushion foundation, highlighter and blush formula and delivery system. The Face Shop is a subsidiary of LG H&H.