South Korean food delivery company Baemin has entered the Vietnamese cosmetics market, introducing its own beauty brand Lazy Bee. 

According to Jinwoo Song, CEO at Baemin Vietnam, Lazy Bee was conceptualised in 2021 and researched, produced, and manufactured in South Korea, based on an understanding of Vietnamese skin characteristics and fundamental daily skin care needs. 

The new collection includes two primary product lines: skincare and makeup. Mineral spray, toner pads, and masks are part of the skincare range, while the makeup line features cushions and lipstick.

Local sources say Lazy Bee will only be offered through the Baemin app in the first few months of its launch to raise awareness for the new product line. In the next months, the brand will aggressively promote the diversification of distribution channels and the expansion of the market to additional cities such as Hanoi and Da Nang.

Baemin, a delivery app developed by Baedal Minjok, launched into Vietnam in 2019 and has since become one of the most well-known delivery applications in Vietnam, alongside GrabFood, ShopeeFood, and GoFood. 

According to Statista, Baemin’s revenue in Vietnam climbed by 484 per cent in 2020, the greatest revenue increase rate among the country’s online food delivery applications. 

Further reading: Korean consumers and restaurants feel the pinch as delivery costs surge.