Shinsegae International’s I AM Achieves 180% Revenue Surge in China

Shinsegae International announced on the 9th that its premium K-haircare brand I AM has reached an impressive online sales growth of 180% in China for the first quarter of 2026 (January 1 to March 31). This substantial revenue increase establishes I AM not only as a key player but also as a trendsetter within the competitive landscape of K-beauty in China.

Particularly noteworthy is I AM's performance during this period on Douyin, where it claimed the top spot in K-haircare flagship sales. This success on a leading short-form and live commerce platform underscores I AM's deep market resonance and customer engagement strategy, which appeal to a sophisticated consumer base seeking premium offerings.

The brand's trajectory has been positively influenced by its inclusion in Douyin's '2025 Growth Leader Brands' last year, reflecting a sustained upward trend. During key consumer periods such as International Women's Day (March 8), I AM captured the third spot in sales within the shampoo category, showcasing its competitive advantage and product relevance amidst local and global brands.

Core to this success is I AM’s differentiated product offering, which merges premium fragrance levels comparable to niche perfumery with functionality aimed at alleviating hair loss symptoms. This dual focus enhances brand recognition and boosts repurchase rates, demonstrating the importance of delivering both emotional and functional benefits to capitalize on customer loyalty.

Signature products like the N1 Fig Scent Shampoo are gaining traction based on their lasting fragrance, scalp care benefits, and volumizing effects. The product's perception as a premium salon experience, particularly emphasized by its association with high-end hair and makeup studios in Cheongdam-dong, is propelling sales further and strengthening its image in the Chinese market.

Looking ahead, I AM plans to maintain its growth momentum through an expanded product lineup. Following the success of its best-selling shampoo, the upcoming 'Scalp Shot' is positioned to cater to the increasing focus on scalp health in China, harnessing new growth potential in this market segment.

In terms of distribution strategy, I AM currently operates primarily through cross-border platforms like Douyin Global and Tmall Global. Moving forward, the brand intends to initiate a more significant foray into the domestic market, enhancing live commerce operations and collaborations with local influencers to bolster both revenue and brand recognition.

Efforts to expand offline touchpoints are also on the agenda. Following participation in the Cosmetics Innovation Expo (CiE) held in Hangzhou in March, I AM is set to showcase its brand and product capabilities at the China Beauty Expo (CBE) in Shanghai in May, facilitating connections with local buyers and distribution channels to underpin future offline strategies.

A representative from Shinsegae International stated, "We plan to intensify our efforts in the Chinese domestic market by aligning our product and distribution strategies with local consumer characteristics," indicating a proactive approach in capturing market share in this high-potential region.