The company, which operates both as an original design manufacturer (ODM) and original equipment manufacturer (OEM), as well as an overseas distribution consultant, is accelerating its global footprint through its private brand, IINNO PURE COSME. It is targeting high-growth regions, including Japan, Russia, China, and South East Asia.
This aggressive market expansion follows the firm’s recent participation in major regional events, including 2025 Seoul Beauty Expo and Japan Cosmetic Exhibition.
The core of linnofashion’s strategy lies in its dual operational model. The company does not simply export products; it manufactures cosmetics while simultaneously offering deep-dive distribution consultancy to K-beauty brands, effectively building a robust network from production to point of sale.
This operational synergy allows the company to develop products precisely calibrated for global trends and to manage the entire supply chain with greater oversight.
By acting as both a manufacturer and market specialist, linnofashion drastically reduces the time-to-market for its in-house brand, while providing essential, customised support for partner brands looking to navigate complex international retail landscapes.
“Entering overseas markets is not just about exporting products — it requires customised strategies that align with local cultures and trends. Leveraging our OEM and ODM expertise, distribution consulting experience, and our flagship brand IINNO PURE COSME, we aim to further enhance the global presence and reputation of K-beauty,” the company said.
This focus on local alignment shapes how linnofashion approaches product development, packaging, and sales channel deployment across its target regions, ensuring cultural relevance and market acceptance.
The firm believes this meticulous attention to detail is crucial for long-term success against established local competitors, particularly in markets where brand loyalty is deeply rooted in local understanding.
Bubble booster
Central to the company’s current product portfolio is the All-in-One Toner Mask Bubble Booster. The formulation moves beyond conventional liquid toners — it transforms into a bubble texture that delivers multiple skin care effects in a single application, streamlining the traditionally complex K-beauty routine for busy modern consumers.
This innovation is a direct response to the global demand for simplified yet effective skin care, often referred to as “skinimalism”.
The product is claimed to offer a wide range of functions, encompassing toner, mask, brightening, soothing, and deep nourishing. It contains CICA extract, an ingredient known for its calming and skin-repairing properties. The integration of this ingredient, along with the all-in-one concept, differentiates the product in an increasingly crowded market segment.
The bubble formulation itself is a key technological differentiator, ensuring deep penetration of active ingredients and a novel sensory experience for the user. This is a hallmark of successful K-beauty products that capture global attention, with a focus on providing maximum therapeutic value in minimum time.
linnofashion sees the Bubble Booster as a vehicle for global growth and brand recognition.
“While bubble-type toner products are becoming more common, the Bubble Booster distinguishes itself through its all-in-one concept and CICA-based soothing formula. We aim to establish ourselves as a brand that delivers the proven effectiveness and true value of K-beauty to global consumers.”
The product’s focus on proven effectiveness and convenience directly addresses global demand for high-performance, minimalist routines. This emphasis remains a cornerstone of the company’s future product development across all lines under the IINNO PURE COSME banner.
Fashion and cosmetics fusion
The company’s expansion into Japan involves a strategic move toward market differentiation by blurring the lines between fashion and beauty. linnofashion is currently in discussions for a major collaboration with ANAP, one of Japan’s leading fashion brands.
The proposed partnership intends to introduce IINNO PURE COSME products within ANAP’s accessory segment, creating a unique synergy that links beauty and lifestyle directly at the retail level. This move reflects a deep understanding of Japanese consumer culture, where fashion and beauty often intersect within a single retail environment and cross-merchandising offers a powerful sales hook.
This fusion approach aims to capture the attention of style-conscious consumers who view beauty and fashion as interconnected elements of personal expression. The company believes this cross-industry strategy offers significant growth potential in the mature Japanese market, providing a fresh and relevant point of entry for the K-beauty brand.
This market approach will use the high brand loyalty and consumer traffic associated with Japanese fashion labels to drive adoption of linnofashion’s cosmetic products, effectively expanding the addressable market beyond traditional beauty retail.
“As the boundaries between fashion and cosmetics continue to blur, our collaboration with ANAP presents an opportunity to enhance both brand appeal and market potential. Through this synergy, we aim to grow into a brand that attracts attention not only in Japan but also across global markets.”
Ambition for continued expansion
Beyond its focused Asian strategy, linnofashion simultaneously executed rapid market entries across Eurasia, establishing both digital and physical distribution channels to maximise reach.
This multi-channel approach has already yielded tangible results in key territories, demonstrating the company’s ability to execute complex, multi-regional rollouts in quick succession.
In Russia, PURE COSME achieved strong customer response after being broadcast on LEOMAX, the nation’s largest home shopping channel.
This immediate success on a high-reach, trusted platform provided crucial momentum and customer validation, solidifying the brand’s initial position in the region. It also reinforces linnofashion’s ability to adapt its sales methodology to local media consumption habits, particularly where direct-to-consumer televised retail remains a strong force.
Its China market strategy is equally robust, blending high-speed digital sales channels with targeted offline retail presence. The firm is actively engaged in discussions for major marketing collaborations using Douyin live commerce, a platform vital for reaching China’s vast consumer base through interactive, real-time sales events.
At the same time, linnofashion is expanding its physical presence in South Korea by preparing to open a shop-in-shop store at Jeju’s Dongmun Market. This offline outlet specifically targets the significant volume of Chinese tourists visiting the island, ensuring the brand not only captures sales but also strengthens its retail visibility ahead of broader expansion into mainland China.
This strategic focus on rapid expansion and market-specific innovation underscores linnofashion’s intent to capture significant market share in the fast-changing global beauty industry by leveraging both manufacturing expertise and customised distribution strategies.
