Full-Scale Rebranding for AGE20'S: AK Holdings Accelerates Push into Cosmetics Business

From Essence Pact to All-in-One Makeup Brand
Reviving Domestic Presence While Pursuing Global Expansion

AK Holdings, which recently became part of Taekwang Group, is undertaking a full-scale overhaul of its flagship cosmetics brand AGE20’S. The company aims to shed the brand’s previous image as centered only on "Essence Pact" and reposition it as a comprehensive makeup brand integrating skincare benefits, thereby accelerating its strategy to capture both domestic and global markets.

On October 1 in Seongsu-dong, Seoul, Hyunjung Lee, Executive Director of the Makeup Business Division at AK Holdings, met with reporters at the AGE20’S brand popup event. She stated, “While K-beauty is growing in the global market, I spent a long time considering why AGE20’S could not move beyond the Essence Pact. We wanted to elevate the strengths of the Essence Pact from just one product to the worldview of the entire brand.” The process of redefining the brand’s identity began in 2024, when the company started reviewing its long-term brand strategy and began implementing concrete rebranding plans about a year ago.

The new brand philosophy is “Skin First Makeup.” This means that the moisturizing feel and skin comfort, which the original Essence Pact highlighted, will be incorporated into all brand products. The “Skin First Hidden Prep Foundation Pact,” launched last month, also reflects this direction by combining prep essence and foundation. The lineup is also being expanded from mainly glow-type base makeup to now include semi-matte products and point makeup items such as lip and blush, which are preferred by younger consumers.

The core target demographic has been redefined as women aged 28 to 34. Domestically, the main customer base had been a relatively older group loyal to the Essence Pact, but the company plans to approach the existing customer segment and the brand’s future persona as distinct groups. Lee stated, “Simply using young models does not make a brand seem younger. I want to build a brand for women who have a strong sense of their own beauty and are searching for their authentic selves.” The appointment of IVE’s Rei as a global ambassador in August was also a strategy to broaden connections with this new consumer base.

Re-establishing the brand’s presence in the domestic market is another challenge. Lee explained, “At home, the brand has often been seen as focused on the Essence Pact and specific channels. We want to become a beloved brand for Korean customers once again.”

Overseas, the company has already secured a larger business base than it has domestically. According to AK Holdings, about 75% of total sales are generated overseas, with China as the largest market, followed by Russia and Vietnam. Building on this foundation, the company is pushing to expand in Japan this year. Lee noted, “Japanese buyers see K-beauty not just as a fleeting trend but as its own category and genre. While China remains a crucial market, we will be growing our business in various countries, including Japan.”

Photo of the AGE20'S brand popup event held on the 1st in Seongsu-dong, Seoul. Photo by Han Yeju

AK Holdings plans to use this rebranding as an opportunity to expand its cosmetics business. In particular, the company is ramping up investment in brand marketing, which it considered relatively insufficient in the past compared to the strength of its products. To boost brand marketing capability, AK Holdings collaborated with beauty creator business company Leferi during the rebranding process.

Lee commented, “We were always confident that our products would not disappoint customers, but felt unsatisfied with how to market them in a truly K-beauty way. This popup is designed to show not only consumers but also overseas influencers, buyers, and distribution channel partners that AGE20’S is actively evolving.” She emphasized, “The company is determined to put real momentum behind the cosmetics business, and today marks the beginning of that endeavor.”

Meanwhile, AGE20’S will operate its first brand popup, “THE AGE20’S HOUSE,” in Seongsu-dong, Seoul until October 11.

This content was produced with the assistance of AI translation services.