Fraun said Wednesday that after launching Mocres' first product on its official brand site on June 12, it began selling on W Concept on July 10. The brand's pre-launch reveal date was May 29. [Mocres]
Fraun said Wednesday that after launching Mocres' first product on its official brand site on June 12, it began selling on W Concept on July 10. The brand's pre-launch reveal date was May 29. [Mocres]

First sale June 12, W Concept debut July 10

Opening promotions draw strong response; limited goods sell out in two days

Japan beauty and lifestyle sector reaches out with showcase proposals

Mocres, the beauty brand from K-beauty startup Fraun, has begun selling on W Concept, the online fashion platform.

Fraun said Wednesday that after launching Mocres' first product on its official brand site on June 12, it expanded to W Concept on July 10. The brand held its pre-launch reveal on May 29.

The move marks Mocres' first foray into an external retail channel, following a trend in which emerging beauty brands test initial demand through their own sites before broadening distribution to fashion platforms.

Since launch, Mocres has closed its first soft-opening promotion. During its grand-opening promotion, limited merchandise sold out on the second day. Its debut product is the Easystunning Tinted Lip Duo. The company said consumer reviews and word-of-mouth recommendations have followed, driven by a product strategy centered on classic sensibility and everyday wearability.

Since joining W Concept, Fraun said it has received a stream of inquiries and collaboration proposals from major domestic fashion and beauty retail channels. It added that contacts in Japan's beauty and lifestyle sector have reached out with brand introduction requests and local showcase proposals.

"Mocres aims to be a brand that helps adults naturally complete their own effortlessly stylish moments in everyday life," said Yang Chae-won, chief executive of Fraun. "The early customer response from our own-site launch has translated into our W Concept listing and growing attention from retail and media channels at home and abroad, and we will continue building on the brand's direction and product quality."

Fraun recently closed an investment round with participation from Mark & Company and Solidone Partners. Mocres plans to expand its customer reach with its official brand site and W Concept as the twin pillars of its retail strategy.


hong@heraldcorp.com