Popular Chinese cosmetics “Hanaishiko” strengthens its presence in Japan, opening a store near Tokyo “@cosme STORE” | 36Kr Japan

Popular cosmetics brand Hanaseko (Florasis,Florasis)” held its first overseas pop-up event at @cosme TOKYO, Japan’s largest hands-on cosmetic shop located in Harajuku, Tokyo, for 7 days from February 15th to 21st.

@cosme TOKYO is the flagship store of the cosmetics shop “@cosme STORE” operated by istyle, where you can actually try cosmetics from brands around the world.

Hanaseko co-founder Hikan said at a press conference, “We have focused on online sales so far, but from now on, we would like to focus on offline sales as well as promote overseas expansion.” . On top of that, he called out, “At the pop-up event, I want people to actually touch Hanaseko’s cosmetics and directly feel the quality of Chinese cosmetics and Chinese aesthetics.”

In the event space filled with the mood of good old China, in addition to standard products such as “Tamayo Toka Loose Powder”, “Hoshiyado Sculpture 4-Color Palette”, and “Hyakka Concentric Lock Engraved Lip”, the new product “Double Lotus Sculpture Highlights” etc. line up,It entertained Japanese cosmetics fans.

Hanaseko is a luxury cosmetic brand that was born in Hangzhou City, Zhejiang Province in 2017. Based on the concept of “beautiful with flowers,” it manufactures cosmetic items that combine traditional Chinese techniques with modern technology. . It has grown rapidly through online marketing and has become known as one of China’s leading emerging cosmetic brands. According to Chinese media reports, the brand’s sales grew from about 2 billion yuan (about 40 billion yen) in 2019 to about 3 billion yuan (about 60 billion yen) in 2020, and in 2021 It exceeded 5.4 billion yuan (about 108 billion yen).

In March 2009, Hanaseko opened a store on Amazon Japan as the first step in overseas expansion and started online sales for Japan. Currently, it sells products to more than 100 countries and regions through its own website and various e-commerce (EC) sites, but sales in countries with mature cosmetics markets such as Japan, the United States, and France account for more than half.

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Mr. Fei said, “In the global business, we value communicating the brand’s aesthetics more than selling products.”“Japan is Hanaseko’s first overseas market, and it’s a market that she has a special attachment to.”It has said.

Hanaseko is currently actively developing offline channels in Japan, and is already negotiating with multiple department stores to open stores. She said that some @cosme stores in Tokyo will also be stocked soon.

* Calculated at the rate on February 21, 2023 (1 yuan = approximately 20 yen).

(36Kr Japan Editorial Department)

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