Japanese makeup brand LB has entered the Korean market.

The brand is currently sold in 14 countries, including most East Asian markets, Australia and the US. It is primarily marketed to urban millennials.

Best-known for its popular range of eyeliners, LB’s Korean launch was held in March in health & beauty store Lohb’s. The brand’s full expansion is expected to take a year, and will involve the opening of duty-free stores.

LB will also be promoting its range through the Sosan Pacific make-up school. A spokesperson for the school said that SP will actively promote the brand awareness of LB to consumers through diverse online and offline distribution.

(Source: CMN)