VIDIVICI Expands Offline Presence in China with Key Retail Partnerships

VIDIVICI, a cosmetics brand under Shinsegae International, is intensifying its efforts to penetrate the offline market in China. Leveraging its established reputation as a 'cleansing powerhouse,' the brand is accelerating its approach to core health and beauty stores and premium beauty specialty shops in the region.

As part of this strategy, VIDIVICI announced that it has completed entry into over 2,330 stores of Watsons, one of China’s largest health and beauty store chains, which encompasses a total of around 4,000 locations. This marks a significant milestone in the brand's offline expansion efforts.

Beginning in the second half of the year, VIDIVICI will also be available at KKV, a leading lifestyle beauty and miscellaneous goods boutique in China, with an initial offering at 50 stores. The product launch will include two types of cushions, Petal Glow Cream Blush, and Peptide Butter Tint Balm. Additionally, the brand plans to expand its presence in premium beauty stores such as HARMAY, Pang Donglai, Hema, and Rainbow, thereby rapidly increasing customer touchpoints in the market. VIDIVICI has also secured its offline sales channels through Lung Fung, a well-known drugstore in Hong Kong.

Already established on major Chinese e-commerce platforms like Tmall, Douyin, and Kuaishou, this offline expansion will help bolster VIDIVICI’s distribution network that spans both online and brick-and-mortar retail.

The growth of VIDIVICI's business in China has been driven significantly by its flagship cleansing products. The 'Face Clear Perfect Cleansing Foam,' developed specifically for the Chinese market in 2016, has garnered considerable attention, with cumulative sales exceeding 36 million units as of mid-2023. This remarkable sales volume reflects an average of seven units being sold every minute, solidifying VIDIVICI’s status as a leading cleansing brand in China.

The product quality has been recognized at various prestigious award ceremonies, including the 2023 China BAZAAR Beauty Awards and the 2025 Hangzhou CiE Beauty Innovation Expo. Most recently, on July 24, the brand was awarded in the 'Popular Cleansing' category at the '2026 Watsons HWB (Health, Wellness & Beauty) Awards' held in Guangzhou.

Building on its success in the cleansing sector, VIDIVICI is also speeding up its efforts to penetrate the base makeup market. Following a rebranding initiative, the company is focusing on its cushion and base products as part of its strategy to evolve into a total beauty brand.

The demand for multifunctional base makeup products that incorporate skincare benefits is rapidly increasing in China. VIDIVICI aims to foster its credibility established through cleansing products by developing the 'Black Perfection Cover Fit Cushion' and 'Nude Perfection Skin Fit Cushion' as critical categories for driving growth alongside its cleansing line.

A representative from Shinsegae International stated, "VIDIVICI has established a unique competitive edge in China with its cleansing products as a K-beauty brand. We intend to reinforce our market position by expanding our distribution network and focusing on base makeup as a key category in China."