▲ A booth is set up by Cell Lab, the biotech skincare brand of South Korean healthcare company FugenBio, at this year's Cosmoprof North America Las Vegas, one of North America's largest beauty trade shows, in this photo provided by Cell Lab. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, July 21 (Yonhap) — Cell Lab, the biotech skincare brand of South Korean healthcare company FugenBio, said Monday it will simultaneously launch its products in more than 250 Costco stores across the United States in November, marking a major step in its expansion into the U.S. market.

Unlike the typical rollout strategy of entering online marketplaces or a limited number of test stores before expanding, Cell Lab said its nationwide Costco launch reflects recognition of its competitiveness as a premium K-beauty brand with a proven track record in South Korea.

The brand's flagship product, Biogenic Essence, has recorded cumulative sales of 8 million bottles and total revenue of 200 billion won (US$144 million) as of the first half of this year.

Cell Lab plans to use Costco as a strategic base for its U.S. expansion, targeting affluent consumers aged 40 and older in the premium skincare segment.

Beginning next year, the company will ramp up nationwide brand marketing through public relations campaigns, digital marketing and influencer collaborations. It also plans to expand into premium retail channels, including department stores, upscale retailers and dermatology clinics.

Cell Lab recently participated in Cosmoprof North America Las Vegas, one of North America's largest beauty trade shows, where it met with U.S. and international buyers to discuss opportunities for expanding into premium distribution channels.

Kim Yoon-soo, chief executive of FugenBio, said the company is confident its biotechnology-based brand will have a strong competitive edge in the U.S. premium skincare market, where consumers increasingly value ingredient transparency, scientific evidence and product efficacy.

"Starting next year, we will launch large-scale nationwide brand marketing campaigns in the United States to establish a new global success model for premium K-bio beauty," Kim said.

jwc@yna.co.kr

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