– Explosive growth demonstrated by significantly surpassing last year's same-year sales each month. August saw growth of more than 20 times year-on-year.
– Ingredient design that accommodates various skin types and local marketing capabilities are driving rapid growth.
From brand differentiation to securing popularity through clear positioning and new ingredients, the systematic growth formula is attracting attention .
K-beauty brand Equalberry is attracting attention as a hot item in the global beauty market, recording unprecedented sales growth.
Equalberry, developed by commerce startup Boosters (CEO Choi Yoon-ho), announced on the 16th that it had already surpassed the previous year's annual sales in February of this year, and achieved a sales growth rate of approximately 20 times that of the same period last year in August.
Cumulative sales from January to August of this year also increased by 2,447% year-on-year, demonstrating explosive growth. Key drivers of this rapid growth include effective ingredient design tailored to various skin types and proactive marketing through social media.
From the most basic toners to serums, Equalberry's systematic growth formula stands out, as it has established a differentiated position with clear positioning and trendy new ingredients, while also securing local popularity.
Last January, Equalberry took its first step into the overseas market by launching its "Swimming Pool Toner" on Amazon in North America. The product features protease, a naturally occurring enzyme that can replace harsh chemical scrubs. Equalberry focused on social media marketing, including TikTok, with the tagline "gentle exfoliator," emphasizing its ability to exfoliate without irritation, beyond simple hydration. This focus quickly led to word-of-mouth. Within just two months of its launch, Equalberry ranked 14th in the Amazon toner category, solidifying its position as a rising star in K-beauty.
Equalberry then launched its "Bakuchiol Plumping Serum," pioneering a new category as a gentle alternative to retinol. By popularizing the then-unfamiliar ingredient bakuchiol, Equalberry established a distinct position, and within just one month of its launch, it entered the Top 100 in the Amazon serum category. Currently, it ranks first in bakuchiol keyword searches on Amazon North America and maintains a top ranking in the overall facial serum category.
Furthermore, Equalberry has solidified its position in the highly competitive vitamin serum market, the global beauty market. With its "Vitamin Illuminating Serum," Equalberry quickly achieved success in a category dominated by numerous competing brands, leveraging its product power and reliability. Recently, it ranked 4th in Amazon's Best Sellers Rank (BSR) and 1st in the Most Wished For category in the facial serum category, demonstrating its broad customer base and popularity.
This strategy extends beyond the success of a single product and is leading to global expansion. Currently, Equalberry operates in 80 countries worldwide, including North America, Southeast Asia, Oceania, and the Middle East. Equalberry is expanding its market reach with product strategies tailored to the skin concerns of consumers in each region. Equalberry plans to further solidify its position in the global beauty market by introducing new products featuring differentiated ingredients.
Equalberry CEO Choi Yoon-ho said, “Equalberry’s leading performance is a valuable result of customers recognizing Equalberry’s product philosophy and differentiated ingredient value,” and added, “We will continue to make a name for ourselves as an innovative K-beauty brand that can provide solutions to various skin concerns of global consumers.”
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