NINETY PRODUCTION Targets African and North American Markets with K-Beauty Expansion
Founded in 2023, Ninety Production Co., Ltd. is an innovative startup leading K-beauty’s global expansion with its ESOMI cosmetics brand. ESOMI has gained popularity in Africa and Asia by offering affordable, high-quality skincare tailored to local needs, including stretch mark relief creams and sunscreens. In 2024, the company participated in the Sabasaba Trade Fair in Tanzania, collaborating with KOTRA to promote its products. ESOMI’s participation resulted in successful export deals, further solidifying its presence in Africa. The company is also expanding into Southeast Asia and North America, leveraging support from small business initiatives to strengthen its global infrastructure.
By Han-Jun Oh
10/22/20241 분 읽기
Since its establishment in 2023, NINETY PRODUCTION Co. has been driving the global expansion of K-beauty in Africa and Asia through its flagship cosmetics brand, ESOMI. By offering high-quality skincare products at affordable prices, ESOMI has gained traction among African consumers, particularly for its moisturizing creams that help reduce stretch marks and sunscreens that protect against intense UV exposure.
Strong Market Entry Through SABASABA Trade Fair
In 2024, NINETY PRODUCTION participated in Tanzania’s prestigious SABASABA Trade Fair, in collaboration with KOTRA, where it showcased its brand at the KOREA DAY event. Over the course of two weeks, the company operated its own exhibition booth, allowing visitors to test and purchase products while effectively boosting brand awareness.
ESOMI’s cosmetics received significant attention from local buyers, and during a trade meeting organized by KOTRA and the Korea-Africa Foundation, the company successfully signed export agreements, marking a significant step in solidifying its presence in the African market.
Beyond Beauty: Social Responsibility and Sustainability
More than just a cosmetics brand, ESOMI aims to address the skincare concerns of African women while promoting economic independence. Its flagship product, ESOMI Skin Balm, is specifically designed to combat dryness and stretch marks, which are common skincare issues for African women, particularly single mothers.
Additionally, ESOMI has developed a non-whitening sunscreen to protect against harsh sunlight, preventing sun damage without leaving a white cast. The company is also committed to environmental sustainability, using biodegradable packaging materials to minimize waste.
Expanding to North America and Southeast Asia
Beyond Africa, NINETY PRODUCTION is strengthening ESOMI’s presence in North America and Southeast Asia. Through the "Strong Small Business Program" by the Small Enterprise and Market Service (SEMAS), the company is working with MYSC to expand exports to Singapore, Malaysia, and other regions with high temperatures and strong sun exposure.
A company representative stated,
“Through ESOMI Cosmetics, we aim to spread the value of K-beauty worldwide, ensuring sustainable growth in African and Asian markets.”