Osang Cosmetic debuts in Brazil with Onul31 and Wati for Skin, bringing innovation and high-performance Korean skincare.
Osang Cosmetic, the beauty division of the South Korean multinational Osang Group, officially announces its arrival in Brazil, marking a new chapter for K-Beauty in the country. With nearly 30 years of global experience in health and technology, the group establishes the first Korean-owned headquarters in Brazil dedicated entirely to skincare, curating products that translate Korean beauty rituals for Brazilian consumers.
Brazil was chosen as a strategic entry point for expansion. The country ranks third in the global beauty market and leads growth in skincare, particularly in facial treatments and dermatological innovations. Interest in K-Beauty continues to rise, fueled by cultural trends such as K-pop, dramas and the appeal of effective yet sensorially light skincare routines.
“K-Beauty is transforming skincare standards worldwide. Brazil, due to its market sophistication and global relevance, is key to this expansion,” says Dan Lee, CEO of Osang Cosmetic. “Our mission is to deliver true innovation — not passing trends — with safe, effective and accessible formulas.”
Two brands for different skin needs
Osang Cosmetic’s debut features two complementary brands. Onul31 represents restorative care, with clean beauty formulas based on Fucoidan, a marine active known for its hydrating and repairing properties — perfect for recovery routines. Meanwhile, Wati for Skin focuses on performance technologies such as Microshot (micro-spicules), Exosome-B and Volufroshot, allowing customized treatments for firmness, luminosity and regeneration.
According to Patricia Monteiro, Marketing Manager at Osang Cosmetic Brazil, “Brazilian consumers no longer want generic promises. They study ingredients, compare labels and expect real performance from the first applications. That’s why we brought brands that combine science, sensorial pleasure and purpose.”
The next chapter of K-Beauty in Brazil
Beyond following global trends, Osang Cosmetic’s arrival signals a new era for K-Beauty in Brazil, with structured operations and direct engagement with consumers. The goal is to make Korean skincare accessible, consistent and integrated into everyday routines, offering results-driven brands that respect individual skin needs.
About Osang Cosmetic
Osang Cosmetic is the beauty division of the South Korean Osang Group, a company with nearly 30 years of global experience in the health and technology sectors. With operations in South Korea, the United States and Brazil, the group is known for its focus on research, development and high scientific performance. Established in Brazil in 2025, Osang Cosmetic aims to become a national reference in Korean skincare, offering advanced, effective and scientifically developed beauty solutions.
Where to buy: Onul31 and Wati for Skin are available at osangcosmetic.com and on the TikTok Shop.
