Premium beauty brand LBB received the Seoul Mayor's Award for Exports at the 2025 Hi Seoul Enterprise Festival. The awards ceremony, hosted by the Seoul Economic Promotion Agency (SBA) on the 23rd, recognized LBB for its export innovation and global market expansion.
LBB is a brand launched by La Boutique Bleu, a skincare company led by CEO Lee Soo-jin, who introduced Swiss Perfection to Korea. Building on over 30 years of high-end spa care expertise, the company continues to research and develop solutions that allow customers to experience professional care conveniently in their everyday lives.
LBB has proven its product efficacy through numerous clinical studies and functional certifications, and is securing technological competitiveness by developing its own raw material, "Prime Cellular Water," which utilizes a patented method to effectively deliver plant energy.
To enter the global market, the company developed products and implemented strategic marketing strategies that reflected consumer needs in each country. It also built a strong overseas sales base through local partnerships and expanded distribution networks. This strategy is believed to have led to a growing overseas customer base and stable export performance.
In China, the brand is expanding its distribution network by entering major online channels such as Hainan Duty Free, Kuaishou, Xiaohongshu, Douyin, and Tmall. Through Wang Hong live commerce, its anti-melanin line and functional hair care products have gained attention, with some products ranking high in the beauty category on major Chinese platforms.
LBB currently operates in 15 countries, including the United States, Germany, Japan, Malaysia, Mongolia, and Australia. It has operated pop-up stores at major Daimaru department store locations in Japan and achieved top rankings in real-time searches on the Japanese online shopping mall Qoo10.
In Malaysia, a joint venture was established with the EXSIM Group to open an LVV Center and Spa in Kuala Lumpur, and discussions are ongoing for aesthetic franchise collaboration, focusing on the Middle East and Southeast Asia.
Regarding this award, Lee Su-jin, CEO of LBV, stated that the company plans to continuously strengthen its global market competitiveness by focusing on product capabilities and customer experience.
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