Gel nail brand ohora finds success overseas
![ohora expands its business into overseas market with fascinating gel nail products. [OHORA]](https://koreajoongangdaily.joins.com/data/photo/2022/03/04/3f93d091-9b63-402e-b0b1-3773d99ad5cd.jpg)
ohora expands its business into overseas market with fascinating gel nail products. [OHORA]
Launched in Korea, ohora is the first nail care brand to introduce semi-cure gel nails with charming designs, first released in 2019. It has grown into a brand with 2.72 million customers and sales of about 160 billion won ($130 million) in two and a half years in Korea, where competition in the beauty industry is fierce.
The brand is actively expanding its businesses into overseas markets including the United States and Japan.
ohora entered Singapore’s Shopee, the largest e-commerce platform in Southeast Asia, in October last year, proving popular immediately with sales rising more than 380 percent in four months.
The brand also started selling its goods in the official online mall and eight stores of Singapore’s leading H&B store Guardian in January. In particular, ohora plans to expand its business to 40 Guardian stores within the first half of this year while looking to build on the success in Singapore to expand further in Southeast Asia.
With the spread of self-care trends in the beauty market around the world, ohora is also achieving remarkable growth in Japan and the United States.
![ohora expands its business into overseas market with fascinating gel nail products. [OHORA]](https://koreajoongangdaily.joins.com/data/photo/2022/03/04/f26974d2-a659-40d4-9dfd-7f1c38e567a4.jpg)
ohora expands its business into overseas market with fascinating gel nail products. [OHORA]
ohora entered Japan in March last year and achieved more than 20 billion won ($16 million) in total sales as of December. In addition, the brand won the Rookie of the Year award at “Shop of the Year 2021” in January, where Japan’s largest open market Rakuten comprehensively evaluates and announces results based on sales and user voting.
In the United States, the brand opened a store on Amazon along with an official online mall last November. On Amazon, it has entered “Top 12” list in the “Nail Sticker & Decal” category, resulting in faster sales than expected.
“Based on our successful partnership strategy with world-class beauty distribution, we will further accelerate overseas expansion into Southeast Asia, as well as Canada and Europe,” said ohora Chief Operating Officer Ryan Choi.
BY HAJIN KIM (kim.hajin@joongang.co.kr)
with the Korea JoongAng Daily
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