'K-Beauty Brand Picked by Qoo10'... TIPTOE Enters Seven-Eleven Stores Nationwide in Japan

Enters Qoo10 Pick, Qoo10 Japan's trend-focused section... Joins SKIN1004, Growus, Parnell and others in leading K-beauty
From HANDS and LOFT to Seven-Eleven... Secures presence in three major Japanese offline retail channels in one year

Images of TIPTOW's four Wish Glaze Tint products, now available at 7-Eleven stores in Japan (Provided by Fruitful)

Fruitful, the operator of color cosmetics brand TIPTOE, led by CEO Lee Sangbin, is accelerating its expansion into Japan's offline retail market, having begun selling its products at Seven-Eleven stores across Japan. The products have also launched in the Qoo10 Pick section, which features eight K-beauty brands selected by Qoo10 Japan.

Fruitful said it began selling its Wish Glaze Tint at Seven-Eleven last month. With this launch, Fruitful has entered three major offline retail channels in Japan, including HANDS and LOFT, in just one year, rapidly expanding its distribution network.

The products now available at Seven-Eleven are four shades of TIPTOE's Wish Glaze Tint. Launched in July 2025, TIPTOE's tint line quickly gained popularity in the domestic market as an affordable beauty product. Wish Glaze Tint subsequently won over Japanese consumers, ranking No. 1 in sales at Seven-Eleven stores carrying Qoo10 Pick just one week after its launch.

Qoo10 Pick is a K-beauty curation section launched through a partnership between Qoo10 Japan, an online shopping mall operated by eBay Japan, and Seven-Eleven Japan. Qoo10 Japan selected brands that had demonstrated strong consumer response in Japan, using purchasing data from its platform. Test sales began at select stores in September 2025, and, based on the results, the products were gradually rolled out to Seven-Eleven stores across Japan starting September 26, 2026. Eight brands, including TIPTOE, SKIN1004, Growus, and Parnell, joined the section.

Fruitful is rapidly expanding the offline distribution network for TIPTOE in Japan. The company entered every HANDS store in Japan in December 2025, followed by LOFT in the second quarter of 2026. After first demonstrating the brand's competitiveness at variety stores, where shoppers are highly attuned to trends, it has expanded sales to convenience stores, which offer broader everyday access to consumers. Fruitful also plans to enter Don Quijote in Japan in the fourth quarter of 2026 and accelerate its business expansion, including doubling the number of Seven-Eleven stores in Japan carrying TIPTOE by early 2027.

With its broad appeal validated at Japan's largest convenience store chain, attention is turning to whether TIPTOE can move beyond being an online K-beauty brand and generate a strong response from consumers in the Japanese market.

“This launch is highly significant because TIPTOE has had its competitiveness recognized through consumer data in Japan, a market that is exceptionally sensitive to trends,” said Lee Sangbin, CEO of Fruitful. “Starting with this Seven-Eleven launch, we will continue to expand our points of contact with Japanese consumers and do our utmost to introduce TIPTOE's unique brand and products to them.”

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