H&B global distribution specialist Grace Inc (CEO Abraham Sun Cho) made a significant move to strengthen its brand presence and expand its distribution network in the Japanese market by participating in COSME Week Tokyo, Japan’s largest cosmetics trade fair, held on January 15.
COSME Week Tokyo is the largest cosmetics and beauty expo in Japan, attracting beauty brands and buyers from around the world, and has established itself as a key global networking platform in the beauty industry. The 2025 event was the largest to date, with over 1,000 companies and 30,000 visitors attending. More than 200 key industry players—including buyers, distributors, retailers, and manufacturers—gathered for active business meetings and collaborations.
At this event, Grace Inc showcased a portfolio of 12 leading Korean brands, drawing significant attention from Japanese buyers and industry insiders. The lineup included cosmetic brands such as Oddtype, RT, 23 years old, Kopher, and Briskin, along with inner care brands like Ownist, Skinny Lab, RE:BRUSH, NE:AR, Shikootaeng, Daewoong, and gluet. This presentation generated strong interest and positive feedback, highlighting the demand for K-beauty and inner care products.
Through participation in COSME Week Tokyo, Grace Inc solidified its brand position and laid the foundation for expanding its distribution network across Japan. Building on its experience entering major Japanese variety stores such as Loft, Plaza, and Tokyu Hands, as well as leading drugstores including Matsumotokiyoshi, Sugi Pharmacy, Tsuruha, and Sundrug, Grace Inc is diversifying into new channels like department stores and convenience stores. This strategy aims to increase accessibility to domestic brands and products nationwide, accelerating market share growth.
Grace Inc’s rapid expansion in Japan relies on thorough ingredient consulting compliant with Japan’s Ministry of Health, Labour and Welfare regulations, packaging design tailored to local consumer needs, logistics forecasting based on accumulated market data, and a balanced mix of online and offline marketing strategies for smooth brand establishment.
The company established a Japan branch offering a one-stop solution managing the entire export process—from product sourcing and business consulting to local marketing and logistics—directly supporting stable brand growth. Grace Inc has also successfully launched domestic brands simultaneously on major Japanese distributors and platforms, boosting brand awareness through local marketing and viral campaigns.
A Grace Inc representative said, “Our participation in COSME Week Tokyo confirmed the strong interest in Korean brands and products among Japanese buyers and consumers. We will continue efforts to diversify distribution channels and explore new markets to connect brands with consumers throughout Japan.”
Grace Inc has established itself as a leading brand builder not only in Korea but across the Asia-Pacific region, exclusively supplying over 50 global H&B brands to more than 50,000 offline stores and online channels domestically and internationally. Recently, it has focused on expanding K-beauty and global brands into key global markets including Japan, North America, and ASEAN.
