South Korean beauty brands Manyo and Braye will launch their products at 7-Eleven stores across Japan next month, expanding their presence through the convenience store channel known for accessibility and impulse purchases.
Several media outlets reported that IK Holdings, which oversees their distribution in Japan, confirmed the two brands will begin sales nationwide in August. Both brands plan to offer mostly mini-sized products designed for on-the-go use, catering to customers who forget to pack cosmetics, make last-minute travel plans, or want to try products in small quantities before committing.
Manyo, a natural-ingredient-based skincare brand, entered Japan in 2020 and has since gained popularity with products like its Galac Niacin 3.0 Essence and Pure Cleansing Oil, which have sold more than 19 million units as of June 2025. The brand has been featured in beauty magazines and on social media, driving its reputation among Japanese consumers. As of 2023, Japan accounted for 76% of Manyo’s overseas sales, highlighting its success in the market.
Braye, a makeup brand launched in Korea in May 2024, has made a name for itself with its stylish, accessory-like designs that gained traction on social media. Since November, Braye has expanded its presence in Japan through variety stores such as Loft, Plaza, and Tokyu Hands, and the 7-Eleven rollout marks another milestone in its distribution strategy.
Both brands view the 7-Eleven launch as an opportunity to grow sales and reach consumers seeking accessible, on-trend K-beauty experiences.
