Shinsegae International's Amuse Launches First Sister Brand 'Rodyu,' Debuts 8 Lip Balms

New products to be unveiled sequentially through a drop model
Sales channels to expand to Amuse's official online store, Zigzag and Emart24

Amuse Korea, a subsidiary of Shinsegae International, announced on October 8 that it is expanding its brand portfolio with the launch of its first sister brand, Rodyu (RAWDEW).

Rodyu is a beauty brand designed for easy everyday use while retaining Amuse's distinctive brand identity. Its name combines "RAW," meaning "unprocessed," and "DEW," meaning "dew."

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Products will be launched using a "drop" model, with new items unveiled sequentially. The first products are eight varieties of Rodyu Vita Butter Lip Balm. They are formulated with vitamins C, E and B5 and shea butter, with ingredients such as panthenol, niacinamide, PDRN, ceramides, cica, peptides and hyaluronic acid added depending on the shade.

Each balm contains 6 g and is priced at 8,900 won. Sales channels are expected to expand beyond the Amuse official online store to include Zigzag and Emart24.

An Amuse Korea official said, "Rodyu is our first sister brand, extending Amuse's sensibility and brand philosophy into a more everyday beauty experience. Through the drop model, in which products are introduced one at a time, we will respond flexibly to changing beauty trends and build Rodyu's own witty brand identity."

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