[Edaily Reporter KYUNG GYEYOUNG ] “SELEVE,” a premium skincare brand operated by POND GROUP CO., LTD., is set to begin its full-scale expansion into the Chinese market.

According to POND GROUP CO., LTD.(472850)on the 6th, SELEVE recently signed an annual supply contract with a local Chinese agency specializing in online sales operations. Starting next week, SELEVE will gradually launch its products through official channels on major Chinese e-commerce platforms such as “Tmall,” “Douyin,” “Xiaohongshu,” and “Kuaishou.” This marks the brand’s first official direct entry into the Chinese market.

Celebe is a cosmetics brand launched by Kim Kang-il, head of the cosmetics division at POND GROUP CO., LTD., who also conceived the “Joseon Beauty” brand—a leading K-Beauty brand. Currently, Celebe exports to approximately 22 countries worldwide and is available on platforms such as Amazon in the U.S. and Qoo10 in Japan.

POND GROUP CO., LTD. plans to boost the brand’s recognition and sales competitiveness in China by focusing on live commerce in collaboration with Chinese influencers (Wanghong). The live commerce market is growing rapidly, with China’s total gross merchandise value (GMV) reaching 5 trillion yuan (approximately 1,100 trillion won) last year alone. The company plans to maximize its performance in China by organizing special events timed to coincide with China’s largest shopping festival, Singles’ Day, this coming November.

A POND GROUP CO., LTD. official stated, “Since its launch, Celebe has been a core brand that has maintained steady growth in overseas markets based on its outstanding product competitiveness,” adding, “As we aim to achieve total exports of over 100 billion won in the cosmetics sector this year, we will use this entry into the Chinese market to further accelerate our growth and make it a turning point for Celebe to take a leap forward as a global brand.”