The South Korean company partnered with retail major AEON to expand Derma:B in Indonesia, the largest market in SEA.
According to the company, it will start with 10 SKUs in three AEON stores across Indonesia and expand to all six by the end of the first quarter.
In addition, the company aims to strengthen its e-commerce presence by launching the brand on Sociolla online by the first quarter of this year too.
It already enjoys a presence on e-commerce marketplace, Shopee, one of the largest e-commerce platforms in SEA.
Derma B recently debuted in 57 Guardian stores in Malaysia.
The brand first entered Malaysia in 2022 through beauty retail chain Sasa.
In addition to the traditional retail channels, the brand will soon enter KPJ Healthcare hospital and WOWSHOP, a local home shopping television channel.
By expanding the brand into Indonesia and Malaysia, Neopharm aims to establish itself as a leader in skin health in the region.
The company targeted Indonesia and Malaysia for their strong potential, driven by the major demand for K-beauty brands and products.
Furthermore, it believes that Derma-B products are suitable for local consumers who may experience skin sensitivity and irritation due to the hot and humid climate.
In addition to Derma-B, the South Korean cosmetics company owns brands such as Atopalm, Real Barrier, T’else and Zeroid.
The expansion of Derma:B comes on the back of the successful launches of Atopalm and Real Barrier in Indonesia and Malaysia.
“With the expansion of Derma:B into Aeon Mall and Guardian, Neopharm plans to strengthen its brand awareness and foothold in the Southeast Asian market, a key growth region for K-beauty.”
Singapore expansion
In addition to Indonesia and Malaysia, Neopharm has also been expanding its reach into Singapore.
Late last year, the company announced that it inked a deal with major grocery FairPrice to become the first South Korean baby care brand on its shelves.
It aimed to target Singapore’s young millennial parents which are known to carefully examine everything from ingredients to the manufacturing process before purchasing products for their children.
A total of 17 SKUs were made available across all FairPrice retail brands, including FairPrice Xtra, FairPrice Finest, as well as Unity Pharmacy.
Neopharm said its focus for Singapore was to build Atopalm’s brand position and equity, starting by improving its offline accessibility.
It said it would establish Atopalm in 100 FairPrice retail outlets across Singapore by the end of 2024 as response to the brand has been extremely positive.
Previously, Neophalm successfully entered the Singapore market with Zeroid and Real Barrier.
With three of its most well-known brands in place, the firm said it would begin to deepen its expansion into the market.
“Atopalm’s entry into Singapore’s most widely used distribution channels marks the beginning of Neopharm’s full-scale efforts to penetrate the Singapore market.”
