South Korean vegan beauty brand 'Athe' is expanding into the Vietnamese market, following its entry into Japan. Athe has formed a partnership with Vietnamese distributor C-Store and plans to sell its products both online via platforms like Shopee and TikTok Shop, and in offline stores by the end of the year. Vietnam marks the brand's second major international market, driven by the growing interest in K-beauty products. Athe aims to capture the market with its 100% vegan ingredients and a brand philosophy emphasizing efficacy. The brand will focus on sunscreen and lip balm products suitable for Vietnam's high UV index, as well as lightweight cushion products geared for the country's hot and humid climate.
