LF's vegan beauty brand, Athe, is expanding from Japan to Vietnam, highlighting its global reach. This move follows a partnership with C-Store, a Vietnamese distributor, targeting both online platforms like Shopee and TikTok Shop and offline stores. With a growing local interest in K-beauty, Athe's focus is on vegan ingredients and tailored skincare solutions, including sun care products and lightweight cushions. This expansion underlines the rising demand for functional K-beauty products in Vietnam, building on Athe's previous success in Japan.
