[비욘드포스트 김신 기자] Haircare brand moev ranked first in sales during the Megawari event on Japan’s ecommerce platform, Qoo10.

Since its initial launch on Qoo10 in November 2024, moev has achieved 297% year-over-year sales growth and surpassed 2 billion KRW in revenue, driven by its distinctive brand identity and diverse marketing strategies. Qoo10’s Megawari Event is an online discount event held only once every quarter, consistently drawing strong interest from local consumers.

Key factors in moev’s early success in the Japanese market were collaborations with local influencers and offline experiential pop-up events. By emphasizing product quality and a mood that reflects MZ generation trends, the brand is establishing a new image of K-beauty for Japanese consumers.

The collaboration with “Gyoza no Risa('ぎょうざのりさ)’, who has 120,000 followers, particularly drew great attention. After experiencing moev products firsthand at an event in May, she voluntarily posted recommended content on social media. The content received more than 2 million views, leading to a rise in sales during the “Mega Discount” promotion in June.

On November 15, moev also ran an offline pop-up booth at the “Cosmelab” event in Tokyo, where 600 local influencers attended. The hands-on activities and on-site promotions offered at the booth received consistently positive feedback from influencers. In addition, moev is actively expanding opportunities for product trials on Qoo10 by conducting exhibition-style promotions such as “Time Sale” and “Horidashimono,” alongside various discount events. These strategies are enhancing brand credibility and driving consumer repurchases.

Since its launch in July 2024 with brand muse Han Ye-seul, moev has sold over 800,000 units in just one year and achieved No.1 ranking in Olive Young’s haircare category. The brand has also expanded into Asia, Europe, and North America through partnerships with global K-beauty distributors such as Silicon2, major U.S. retailer TJX, and global online platform YesStyle. In Korea, moev products are available through leading H&B stores including Olive Young and Chicor, as well as major department stores.

A moev representative stated, “K-beauty haircare products with strong performance and sophisticated scents are gaining attention in the Japanese market. Moev has also been achieving strong results on Qoo10, and we plan to further accelerate our expansion with competitive product quality and localized marketing strategies.”

김신 비욘드포스트 기자 news@beyondpost.co.kr