Hair device brand Vodana has surpassed 12 billion won in annual revenue in the Chinese market.
Since entering the Chinese market in earnest in 2019, Vodana has implemented systematic localization strategies. In particular, in 2023, it became the first domestic beauty device brand to establish a local subsidiary in China, reducing intermediate distribution stages and transitioning to direct operation.
As a result of this direct operation system, Vodana recorded 12.7 billion won in annual revenue in the Chinese market in 2025. This has served as a major driving force for the overall growth of Vodana Korea. The company aims to achieve over 30% growth in Chinese sales this year and increase operating profit margins to above 10%, capturing both external growth and substantive improvements.
Currently, Vodana has established stable sales bases on major e-commerce channels including Tmall, Douyin, Little Red Book, and JD.com. During the 2025 Double Eleven shopping festival, it ranked first in the hair styler category, demonstrating brand recognition.
In the marketing sector, the company is reinforcing its premium image. Following collaboration campaigns with local five-star hotels, in the second half of the year it will conduct a joint campaign with the BMW Group MINI Cooper brand, leading with the 'Easy Up Hair Styler Flip.'
Offline channel expansion is also progressing actively. While expanding touchpoints through beauty editor shop entries in major city airports, the company continues to steadily increase its global distribution network, including Japanese retailers Loft, Qoo10, and Rakuten, as well as the United States, Singapore, Malaysia, and Thailand.
Vodana Korea, established in 2012, has led the market by introducing Korea's first 40mm barrel curling iron and wave curling iron. It has ranked first in the hair styler category at the Korea's First Brand Awards for five consecutive years in Korea and four consecutive years in China. Recently, it has expanded its lineup with hair care-specialized devices, solidifying its position as a global total beauty brand.
