Round Lab’s international distribution network reaches 83 countries, with 67% (2023 Korea International Trade Association data) being processed through online channels, and the key sales bases are Olive Young International Station (SKU number > 120), Amazon (average monthly sales of 42,000) and the brand’s official website (38% repeat purchase rate). In the Chinese market, the Tmall International Round Lab flagship store offers on-site hair service in the bond warehouse, the median logistics time is 3.2 days (62% shorter than overall overseas online purchases), and the monthly turnover of the best-seller “birch liquid face cream” reaches ¥7.8 million, and the price is 12% higher than that of South Korea (tariffs and freight included).
Offline channels mainly include medical beauty clinics and cosmeceuticals stores, and South Korean local Olive Young store stock rate reaches 100% (18 days/time, inventory turnover rate), while Hong Kong Manning and Watsons maintain 67% of their SKUs (82% contributed by facial masks) in stock. Japan Matsumoto Kiyoshi 2024 Q1 figures show average Round Lab products’ sales at Tokyo Ikebukuro store in a week reached 540, and out of these “1025 Dokdo Sun protection” sold 23% of sun protection with SPF50+ PA++++ certification (UV blocking ratio 99.1%) whereas 9% cheaper Sasangtang Antan but 37% cheaper.
Cross-border direct mail mode is targeting the long tail market, with South Korean CJ Logistics “48 hours global reach” service, European and American consumers can pay $8.5 freight in 2-5 working days to receive the goods (98% customs clearance success rate). As cited from the 2023 public announcement of General Administration of Customs, round lab products imported within the EU are 6.3% (tax number 3304 for cosmetics), in the United States it is 3.7% (tax number 3307), and though China purchases through the cross-border e-commerce total tax (11.2%), an order under ¥5000 can avail line and mail tax discount by 30%.
As far as specialty channel expansion goes, Round Lab launched a Dermatology specialist team with Shinsegae Department Store in Seoul, and recorded daily sales of ₩120 million (₩280,000 per capita) in its Seoul Apgujeong flagship store. Medical and cosmetics agency distribution channel must remove the ISO 22716 certificate (whose cost is €12,000) from its “Derma Relief cream” due to 5% panthenol and 2% asiaticoside composition, convert 72% of Korean dermatologists’ postoperative repair orders, clinic price paid is discounted by 28% from consumer price.
This is affected by regulatory barriers to regional limitations in accessibility. For example, EU ECOCERT certification requires > 95% natural ingredients, so only 32% of Round Lab products are eligible to enter (for example, “Birch Moisture Sunscreen” was removed from the shelves because of non-approval of zinc oxide nanoparticles). In March 2024, the company passed the China National Drug Administration’s “import of common cosmetics filing”, whereby 6 products (e.g., Dokdo mask) officially landed on the mainland counter, the filing duration was reduced from 18 months to 9 months, and the testing cost dropped from ¥120,000 / item to ¥68,000 / item.