ITOCHU Announces Acquisition of Exclusive Rights to Sell Korean Comprehensive Cosmetics Brand “TONYMOLY”

February 14, 2023

ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Keita Ishii, President & COO; hereinafter “ITOCHU”) announced today that it has acquired exclusive rights to sell TONYMOLY, a Korean comprehensive cosmetics brand from TONYMOLY Co., Ltd. (headquartered in Seoul, Korea; Chairman: Haedong Bae: hereinafter “TONYMOLY”), in Japan. From March 2023, we will begin the business deployment in cooperation with PIALA INC. (headquartered in Shibuya-ku, Tokyo; Director: Takao Asuka; hereinafter “PIALA”) and P2C Inc. (headquartered in Shibuya-ku, Tokyo; Director: Takao Asuka; hereinafter “P2C”).

TONYMOLY is a representative Korean comprehensive cosmetics brand established by Mr. Haedong Bae in Korea in 2006 that provides skincare, makeup and hair and body care products. It is known as a pioneer that led the Korean cosmetics boom in Japan and it has become popular because of the high quality achieved through its innovative technologies, very selective choice of raw materials and unique containers shaped like fruits and animals. Its products like WONDER Ceramide Mocchi Toner and TONYMOLY Floria Nutra Energy 100 Hours Cream, which are high quality, and very enjoyable while also being available at affordable prices, have captured the hearts of Korean cosmetics fans around the world regardless of gender. The company continues to sequentially produce long-selling and best-selling products such as its collaborative product lines with high fashion brands or characters. TONYMOLY has three major businesses: retail, wholesale, and e-commerce. It has over 350 retail stores in 50 countries around the world and its net sales in 2022 expanded to approximately 12 billion yen based on retail value.

PIALA provides DX services aiming to improve LTV (Life Time Value) through branding, analysis of all marketing data and optimization for companies in the healthcare, beauty industries and other wide industries. Last April, it established P2C, which offers planning, sales, and support services for DtoC (Direct to Consumer) and PtoC (Person to Consumer) operations. With this business deployment, PIALA performs marketing and PR activities while P2C implements e-commerce and wholesale businesses.

Going forward, in addition to our market-in perspective, we will make maximum use of ITOCHU’s wide knowledge and networks regarding brand business and PIALA and P2C’s marketing support and rich data and expertise in e-commerce business to further improve the brand value of TONYMOLY. Backed by increasing demand for Korean cosmetics brands, we will expand sales of existing products and excellent products that are not sold in Japan yet, and aim to achieve sales of 10 billion yen on retail basis in three years.

About TONYMOLY Co., Ltd.

Corporate name TONYMOLY Co., Ltd.
Representative Bae Hae Dong, Chairman
Headquarters TONYMOLY B/D, 2557, Nambusunhwan-ro, Seocho-gu, Seoul, Korea
Established July 2006


Corporate name PIALA INC.
Representative Takao Asuka, Representative Director
Headquarters 13th Floor Yebisu Garden Place Tower, 4-20-3 Ebisu, Shibuya-ku, Tokyo
Established March 2004

Outline of P2C Inc.

Corporate name P2C Inc.
Representative Takao Asuka, Representative Director
Headquarters 13th Floor Yebisu Garden Place Tower, 4-20-3 Ebisu, Shibuya-ku, Tokyo
Established April 2022