South Korean color cosmetics brand rom&nd topped 140.9 billion won ($95.79 million) in overseas sales for the first time, driven by strong demand among Gen Z consumers in Japan and rapid expansion across Asia, North America, and Europe. The company nearly tripled its export volume over the past two years, solidifying its status as a global K-beauty leader.

According to industry sources on Monday, rom&nd operator iFamilySC recorded 140.9 billion won in overseas revenue in 2024, accounting for about 70 percent of its total 204.9 billion won in sales. Rom&nd’s export sales jumped from 51.4 billion won in 2022 to 94.9 billion won in 2023 before topping 100 billion won in 2025 - a 174 percent increase over two years.

The company became a global brand in 2020 when international sales first outpaced domestic ones. In 2021, Japan overtook China as the brand’s top export market, with sales rising 15 percent year-over-year in 2024 to 57.8 billion won. A company official said rom&nd has developed a dedicated fan base among Japanese Gen Z consumers, who are drawn to the brand’s emotional color palette and product concepts. “Rather than relying on heavy marketing, we focused on product quality and organic word-of-mouth growth,” the official added.

The brand’s success in Japan also boosted sales in the broader Asia region. In 2024, revenue rose by 73 percent in China and Taiwan and 138 percent in Southeast Asian markets such as Vietnam and Thailand, pushing each to over 20 billion won. Rom&nd also entered the North American and European markets at the end of 2023, earning 8.3 billion won and 8.4 billion won in each region respectively in its debut year. The company appointed U.S.-based global musician Hannah Bahng as its brand ambassador in January 2025 to ramp up consumer marketing.

Rom&nd’s best-selling product, the Juicy Lasting Tint, led global sales with 42.8 billion won in revenue. Other new items, including the Blur Fudge Tint and the Better Than Eyes eyeshadow line, also turned in strong performances, helping to diversify the brand’s sales portfolio. In Japan, eye makeup products like mascaras and eyebrow gels are gaining traction. The Han All Brow Cara placed third in the overall cosmetics category and first in the eyebrow segment at Japan’s top beauty portal @cosme’s 2024 Best Cosmetics Awards.

The brand plans to accelerate its global expansion in 2025. It aims to launch a new brand in collaboration with Japanese convenience stores to reach older age groups and expand offline distribution channels in Southeast Asia, China, and the United States. Domestically, the company is opening its first flagship store in Seoul’s Seongsu neighborhood to attract international tourists.

“We plan to expand our overseas business to Latin America, India, Europe, the Middle East, and the CIS to establish rom&nd as a flagship global K-beauty brand,” iFamilySC Chairman Kim Tae-wook said. The company is also pursuing a long-term strategy to diversify beyond color cosmetics and into skincare.

Rom&nd has used social media platforms like YouTube and Instagram to connect with MZ-generation consumers since its 2016 launch. The brand quickly gained popularity with its emphasis on “cool-tone” shades - which were rare in the market then - capitalizing on the growing interest in personal color styling. Its creative lead, makeup artist-turned-director Min Sae-rom (also known as Gaeko), led product color direction from the beginning. With Min’s departure in March 2025, the company is expected to prioritize rebranding and push deeper into Western markets. Rom&nd currently accounts for more than 95 percent of iFamilySC’s total revenue.

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