TONYMOLY Expands into Convenience Store Sector with First Entry at E-Mart 24

Global beauty brand TONYMOLY has entered the E-Mart 24 channel, marking its first move into the convenience store sector. The brand announced its presence in 1,248 locations, including the All-Day Care Lab store, out of approximately 5,500 E-Mart 24 stores across the nation.

The All-Day Care Lab is a specialty store focusing on health, beauty, and fashion, which opened on the 16th in the district of Jongno-gu. At this location, TONYMOLY has introduced eight variations of the 'Perfect Lips Shocking Lip Mini', as well as 48 types of color products across lips, eyes, cheeks, and cushions, alongside six types of sheet masks. These beauty-specialized stores are equipped with dedicated beauty product displays for the sale of the 'Perfect Lips Shocking Lip Mini'.

Among its flagship products, the 'Perfect Lips Shocking Lip Mini' offers bold color payoff and up to 100 hours of longevity, available in a mini size, derived from the well-loved full-size 'Perfect Lips Shocking Lip'. Notably, two new colors exclusive to E-Mart 24, 'Heart Rum Shocking' and 'Coco Balm Shocking', have recently been added.

TONYMOLY plans to expand its beauty specialized stores to 2,500 locations within E-Mart 24 by the end of the year. The company aims to continue increasing the number of specialty store openings and to display products within the daily necessities section of general stores.

The convenience store beauty market is currently experiencing rapid growth. In response, TONYMOLY is focusing on accessibility and cost-effectiveness to strengthen its position as a leading representative of K-beauty, not only domestically but also by expanding its overseas network.

A representative from TONYMOLY has commented, 'Convenience stores are emerging as a channel where young consumers and foreign tourists can easily experience K-beauty, owing to their high accessibility and reasonable prices. In line with this consumer trend, we aim to consistently launch beauty lifestyle products to become a brand that is readily accessible in daily life.'