"A Company That Makes Household Dish Detergent? Aekyung Industrial Turns Out to Be a K-Beauty 'Concealer Hot Spot'"
AEKYUNG
That is probably what many people think. But these days, Aekyung is dominating vanities, not kitchens. In particular, it recently opened a pop-up store in Shin-Ōkubo, Tokyo, and has been making waves across Japan. Here is a seven-question, seven-answer look at the beauty story behind Aekyung's lesser-known side.
Q1. Aekyung Industrial Co., Ltd. makes cosmetics too? Isn't that just a hobby?
A hobby? Not at all. Aekyung Industrial Co., Ltd. is already a proven beauty powerhouse. From the familiar AGE20'S to the must-have LUNA line at Olive Young, its cosmetics business has become a key growth engine.
Q2. LUNA is really that hot in Japan these days?
Absolutely. Since April 22, the brand has been running a pop-up store at A:PERS, a trendy spot in Shin-Ōkubo, Tokyo. It is using the heart of a K-beauty mecca where Japanese members of the MZ generation gather to launch a major brand campaign.
Q3. How strong has the local response in Japan been?
The numbers speak for themselves. Since entering the online market in 2021, the brand surpassed 10,000 offline retail locations in Japan in just four years. As of December 2025, that figure stands at 10,316. In other words, you can now find LUNA at drugstores across Japan.
Q4. What is LUNA's top-selling hero product?
It is the LUNA Long Lasting Tip Concealer. It has sold more than 11 million units in Korea alone, making it a national favorite. Its strong adhesion and excellent coverage have also won over discerning Japanese consumers.
Q5. What is the core strategy behind this Japan pop-up store?
The focus is not just on displaying products, but on hands-on experience. By letting visitors try the concealer as well as products such as the LUNA Conceal Blender Palette and LUNA Bubblering Gum Gloss, the company aims to strengthen its position as a professional makeup brand.
Q6. Why is Aekyung Industrial Co., Ltd. putting so much effort into global markets, especially Japan?
Japan is a strategic market with strong interest in K-beauty. By expanding offline touchpoints beyond online popularity, the company hopes to grow into a sustainable global brand rather than a passing trend.
Q7. So is it no longer fair to call Aekyung a detergent company?
Yes. It is now more accurate to see it as a comprehensive lifestyle and beauty company that spans household goods and cosmetics. It is deeply embedded in daily life, with Trio in the kitchen and LUNA and AGE20'S on the vanity.
In one line: "Aekyung, once known as the No. 1 dish detergent brand, is now a global beauty powerhouse leading K-beauty trends with more than 10,000 stores across Japan."
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
