Neopharm outlines China expansion plans to tap into thriving baby care market

By Amanda Lim

- Last updated on GMT

Neopharm is set to expand Atopalm baby care into China [Atopalm]
Neopharm is set to expand Atopalm baby care into China [Atopalm]

Related tags Baby care K-Beauty Infant South korea Skin care Korea Sensitive skin

South Korean cosmetic firm Neopharm is set to expand its sensitive skin care brand Atopalm's baby products into China after getting regulatory approval to enter the baby care market.

Atopalm will launch three baby products, MLE Baby Lotion, MLE Baby Cream and Top to Toe Baby Wash, in China.

All three will be available online on e-commerce platforms Tmall, Douyin, and Kauishou from March.

The company will focus on building a strong digital presence with digital-focused marketing.

It highlighted the importance of having a strong online presence as China’s e-commerce market continues to grow.

As part of its digital marketing plans, the brand plans to work with key opinion leaders (KOLs), such as childcare experts, to boost awareness on Tmall and Douyin.

It will also tap into live commerce opportunities on Douyin and Kuaishou.

Further, the brand is aiming to establish a line of communication with consumer through social networking platforms such as Little Red Book (小红书), WeChat and Weibo.

The company added that it plans to expand offline to “baby product specialty stores and large supermarkets”​ and expand customer contact points.

What is the Little Golden Shield?

This follows the company’s announcement that it had obtained regulatory approval for all three of its baby care products and received Little Golden Shield certification.

The Little Golden Shield was established in December 2021 by the National Medical Products Administration (NMPA) of China.

According to regulations in China, cosmetic products meant for babies and children have to undergo stricter regulatory requirements in terms of formulation, safety assessment and production.

Brands that meet the regulatory requirements, can carry the Little Golden Shield mark on their products as a means to differentiates children’s cosmetics from regular cosmetics.


Neopharm’s goal is to make Atopalm the top skin care brand for sensitive skin in the baby care category in China.

Atopalm features its patented MLE technology developed to protect sensitive and damaged skin.

In addition to baby care products, the brand has developed products in the maternity category.

According to the firm, Atopalm has been the number one sensitive skin brand in Korea for nine consecutive years.

Today, Atopalm is exported to over 10 markets across the world from Asia to the Americas and Europe.

In addition to Atopalm, Neopharm also owns several well-known skin care brands including Real Barrier and Derma:B which also utilise its MLE technology.

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