NINETY PRODUCTION Drives K-Beauty Innovation with Expansion into African and North American Markets
Since its establishment in 2023, Ninety Production Co., Ltd. has been actively engaging in local economic development through K-beauty and fashion education programs. Its ESOMI cosmetics brand has successfully entered African and Asian markets, emphasizing customized skincare solutions. CEO Lee Somi recently shared her insights at a TED-style talk, highlighting the challenges and opportunities of introducing K-beauty to African consumers. The company also collaborates with KOICA to provide sewing and garment production training for single mothers in Tanzania, creating employment opportunities. With ESG-driven business strategies, Ninety Production is positioning itself as a key global player in both beauty and fashion industries while expanding into Southeast Asia and North America.
By Jin-Young Woo
10/23/20242 분 읽기
Founded in 2023, NINETY PRODUCTION Co. is not only expanding K-beauty globally but also fostering economic independence and skill development through localized beauty and fashion education. Rather than merely supplying products, the company aims to contribute to local economic growth.
Through its flagship ESOMI cosmetics brand, NINETY PRODUCTION is spearheading K-beauty expansion in Africa and Asia. Recently, ESOMI’s CEO delivered a speech at SEBASI Talks, sharing insights on ESG-driven beauty and fashion business experiences in Tanzania.
"While local consumers show high interest in Korean cosmetics, they are more accustomed to European and American brands, making market entry a challenge that requires continuous effort."
— ESOMI CEO
Tailored Product Development & Social Impact
Recognizing the unique needs of the African market, NINETY PRODUCTION has developed customized products. One standout is the ESOMI Skin Balm, a deeply hydrating cream designed for dry and sensitive skin, which has gained immense popularity—leading to sold-out stock in the region.
In collaboration with KOICA (Korea International Cooperation Agency), the company has also introduced large-scale textile education programs in Tanzania, reducing fabric waste and creating job opportunities. These programs, primarily targeting single mothers, focus on high-end garment production and sewing techniques, empowering participants with valuable skills for economic self-sufficiency.
By establishing a sustainable K-beauty and fashion ecosystem, NINETY PRODUCTION is building a business model that thrives alongside local communities.
Key Milestones: SABASABA Trade Fair & Global Expansion
In 2024, the company participated in Tanzania’s SABASABA Trade Fair, collaborating with KOTRA to introduce ESOMI at the KOREA DAY event. This initiative resulted in successful export agreements with local buyers, solidifying ESOMI’s presence in Africa.
Beyond cosmetics, ESOMI is committed to social responsibility, helping African women address skincare challenges while supporting economic independence. The company has developed a non-whitening sunscreen to protect against intense UV rays, and its use of biodegradable packaging reinforces its eco-friendly mission.
Looking ahead, NINETY PRODUCTION is expanding into the North American and Southeast Asian markets. Through the "Strong Small Business Program" by the Small Enterprise and Market Service (SEMAS), the company is actively pursuing exports to Singapore, Malaysia, and other high-temperature regions.
A company representative stated:
“Through ESOMI Cosmetics, we will continue to spread the values of K-beauty worldwide and sustain long-term growth in Africa and Asia.”
