Shinsegae International's in-house haircare brand, Just As I Am (I AM), continues its impressive growth trajectory within the Chinese market, posting a remarkable 180% increase in online sales during the first quarter of 2026 (January 1 to March 31) compared to the same period last year.

This surge in performance has solidified I AM's position as a leading K-haircare brand in China, particularly on Douyin, the global version of TikTok, where it achieved the top sales ranking among all K-haircare brands during the same timeframe.

Recognized as a '2025 Growth Leader Brand' by Douyin Global last year, I AM has not only maintained its growth momentum but has also significantly increased its credibility and consumer engagement.

Notably, during the major consumer shopping season of March 8 (International Women’s Day), I AM secured the third position in the shampoo category on Douyin, surpassing both local and global competitors, showcasing its product competitiveness.

The brand's success can be attributed to its differentiated product offerings, which combine the luxurious fragrances typically found in niche perfumes with the functional benefits that address hair loss symptoms.

This unique positioning has led to a rapid increase in consumer popularity among Chinese shoppers.

By enhancing both functionality and emotional appeal in its product lineup, I AM has effectively bolstered brand awareness and repeat purchase rates.

I AM's flagship product, the N1 Fig Scent Shampoo, is gaining traction due to its subtle yet long-lasting fragrance, combined with scalp care and volumizing benefits.

This product's association with high-end salon experiences in Cheongdam-dong, a prestigious area in South Korea, further enhances its image as a premium salon care product through social media channels in China.

To sustain its growth, I AM plans to expand its product lineup, introducing new products like the 'Scalp Shot', aimed at deep scalp care, tapping into the burgeoning consumer interest in scalp health within the Chinese market.

Moreover, I AM is intensifying its distribution strategy.

Currently operating primarily through direct purchase channels such as Douyin Global and Tmall Global, the brand is gearing up for a substantial entry into the domestic market within the year.

By amplifying its live commerce strategies and collaborating with local influencers, I AM aims to concurrently elevate its sales and brand recognition through a focused portfolio of core products.

Offline retail presence is also a key component of I AM's growth strategy.

Following its participation in the Cosmetics Innovation Expo (CiE) in Hangzhou in March, the brand is set to showcase its offerings at the China Beauty Expo (CBE) in Shanghai this May.

These trade shows will provide valuable opportunities to expand connections with local buyers and distribution channels, laying the groundwork for future offline expansion.

A representative from Shinsegae International emphasized the brand's commitment to tailoring products and distribution strategies that cater specifically to local consumer characteristics, underscoring plans to intensify its efforts to penetrate the Chinese domestic market effectively.