Aekyung Industrial, now part of the Taekwang Group, is doubling down on cosmetics—backed by aggressive investment.
On the 26th, Aekyung unveiled plans to make a \"quantum leap\" into a global total-beauty company with the support of Taekwang Group’s investment. The company aims to grow cosmetics’ share of revenue from roughly 32% last year to more than 50% by 2028.
The company will focus its skincare efforts on Signiq and ONE THING. Signiq, launched in September to target the U.S. market, has recently been expanding its presence in Korea as well.
It will also fold color-makeup names like AGE20'S and LUNA into its total-beauty strategy, stepping up the competition for leadership in K‑beauty.
On the home goods side, Aekyung plans to scale popular brands—KERASYS, ShowerMate, and LuvScent—into global mega-brands. The strategy favors expanding existing flagship brands internationally rather than launching new ones.
While growing both cosmetics and household goods sales, the company will prioritize cosmetics to lift their share of total revenue. It plans to steadily raise its global sales mix—pushing into the Americas and Europe—to reduce reliance on the Chinese market.
To execute this strategy, Aekyung will overhaul its organization, changing both structure and operating model. Business units will be divided by product line and given final responsibility and authority to enable faster decision-making and execution.
Accordingly, the previous cosmetics versus household-goods split will be reorganized into △Makeup △Skincare △Personal Beauty △Home Care·Dental Care.
Recognizing marketing’s importance for both businesses, Aekyung will set up a dedicated marketing team to support each business unit’s efforts rather than centralizing all corporate marketing functions.
Aekyung will also invest across R&D, production, and logistics to support its global push, and it plans to actively recruit outside experts.
To expand consumer touchpoints at home and abroad, the company will leverage Taekwang Group’s home-shopping and T-commerce channels and place a strong emphasis on developing new media-commerce distribution models.
Kim Sang-joon, CEO of Aekyung Industrial, said, “Our new start as a Taekwang Group affiliate will be a major opportunity for qualitative change. We will not hesitate to pursue challenges and innovation as we aim to become a total-beauty company that represents K-beauty.”
Meanwhile, Aekyung will keep its existing trade name to preserve brand continuity and market trust. Taekwang Group and Aekyung Group have agreed that Aekyung Group will retain responsibility for the humidifier disinfectant liabilities currently tied to Aekyung Industrial.
