K-Beauty Brand rom&nd Launches Mini Makeup Line First in Japan to Target Gen Z
Creatrip Team
4 months ago
rom&nd, a Korean cosmetics brand under IFamilySC, has launched three mini-size products (mini browcara, Juicy Lasting Tint mini, and Glasting Color Gloss mini) ahead of a broader release in Japan. The brand reduced product sizes (for example, gloss from 10.4cm to 6cm) to improve portability and lower prices, appealing to Gen Z’s preference for “mini beauty” and experiential, affordable purchases. rom&nd promoted the launch with an unboxing video featuring idol Wonhee of ILLIT to attract young Japanese consumers. The mini trend helps brands maintain demand during economic slowdown by offering lower-priced, small-portion items; rom&nd’s mini tint retails at 6,900 KRW. rom&nd is expanding globally—placing products in Ulta Beauty in the U.S. and selling strongly via TikTok Shop—and accounts for most of IFamilySC’s cosmetics revenue. The company is led by CEO Kim Tae-wook, a former singer and husband of actress Chae Shi-ra.
