[Edaily KYUNG GYEYOUNG Reporter] SHINSEGAE INTERNATIONAL’s in-house cosmetics brand, VIDIVICI, is set to expand its reach into offline channels by leveraging the strong foothold it has established in the Chinese online market. The brand also plans to expand its product lineup from cleansers to base makeup.

According to SHINSEGAE INTERNATIONAL(031430)on the 30th, VIDIVICI recently began selling its products at 2,330 Watsons stores, China’s largest health and beauty (H&B) retailer. This represents more than half of the approximately 4,000 Watsons stores in China.

Bidibichi plans to enter 50 stores of KKV, a leading Chinese live-style beauty and general merchandise curated shop, in the second half of the year. It has also entered major beauty curated shops and collection stores such as the premium beauty curated shops Hamei, Fangdonglai, Hema, and Rainbow, and has showcased its products at Lung Fung, a leading drugstore in Hong Kong.

Following its rebranding last year, Vidivici has established a foothold on major Chinese e-commerce platforms such as Tmall, Douyin, and Kuaishou, and is now accelerating its expansion into brick-and-mortar stores to strengthen its distribution network spanning both online and offline channels.

Behind BIDIBEACH’s expanded influence in China is its “Face Clear Perfect Cleansing Foam.” Developed in 2016 specifically for the Chinese market, the product had reached cumulative sales of 36 million units by the first half of this year. It has also won awards at events such as the 2023 China Bazaar Beauty Awards and the 2025 Hangzhou CiE Beauty Innovation Expo.

Following its success with cleansing products, Vidivici’s strategy is to target the base makeup market as well, aiming to establish itself as a total beauty brand in China. In response to growing demand in China for base makeup products that combine skincare benefits, the company plans to cultivate the “Black Perfection Cover Fit Cushion” and “Nude Perfection Skin Fit Cushion” as its next-generation growth drivers.

A representative from SHINSEGAE INTERNATIONAL’s Vidivici stated, “Vidivici is a K-Beauty brand that has established unrivaled competitiveness in China with its cleansing products,” adding, “Along with expanding our distribution network, we will further strengthen our position in the Chinese market by developing base makeup into a core category.”