SEOLLURE Makes Full Entry into the U.S. Mainstream Retail Market

NBL recently announced that it is pursuing the expansion of its distribution in the North American market based on collaborations with major local retail and drugstore distribution channels in the United States. The company explained that it is preparing for its first phase of entry into major offline distribution networks in the U.S. and plans to gradually expand its distribution channels across North America in the future.

Through this project, we have established a collaboration system with major domestic cosmetics manufacturers to secure global-level manufacturing competitiveness.

LS COSMETIC is responsible for the manufacturing of SEOLLURE products. LS COSMETIC is known as an affiliate manufacturer of the global K-Beauty brand MEDIHEAL and is a specialized manufacturing company with capabilities in cosmetic research and development and production based on OEM and ODM.

NBL explained, “In the global market, not only brand sentiment but also manufacturing stability and quality reliability are crucial,” adding, “SEOLLURE has simultaneously strengthened product quality and production competitiveness through collaboration with major manufacturers.”

NBL is paying close attention to the “Masstige” consumption trend, which is rapidly growing in the U.S. market. The strategy is to increase consumer accessibility through more reasonable price points while maintaining premium product quality and a sophisticated brand experience.

Seollure products consisting of 12 lineups

SEOLLURE consists of a total of 12 product lines, including 6 skincare products, 4 special care products, and 2 cleansing products, and utilizes PDRN derived from Jeju camellia as a core ingredient. The lineup includes a variety of daily skincare products such as toner, serum, cream, eye cream, tone-up cream, cleansing oil, and cleansing foam.

Beyond being a simple cosmetics brand, NBL is also pursuing a global brand strategy that combines K-Beauty and K-Culture. The company announced plans to gradually expand collaboration projects with various K-POP artists and global content creators during its future brand marketing in the U.S. market.

In particular, the strategy is to build a brand experience that allows people to simultaneously experience K-Beauty and K-Culture through K-POP-based promotions linked with mainstream U.S. distribution channels, artist collaboration campaigns, and global fandom content marketing.

Naam Beauty Lab’s Vision and Goals

An NBL official stated, “The existing beauty market often saw high consumer prices due to excessive marketing costs and complex distribution structures,” adding, “SEOLLURE aims to enable more consumers to experience premium K-Beauty by focusing on the essence and actual efficacy of the products.”

He added, “K-Beauty is now establishing itself as a cultural content beyond a simple cosmetics trend,” and stated, “SEOLLURE will also create a new global brand experience that connects K-POP and K-Culture.”

Starting with its entry into the U.S. market, NBL plans to gradually expand into global markets, including Europe and Southeast Asia.