S.Korea's ModaModa partners with Poland's MBF Group

South Korean haircare brand ModaModa has partnered with Poland's MBF Group S.A. for distribution, signifying its entry into the expanding European beauty sector.

ModaModa's products use the antioxidant properties of polyphenols, responsible for browning in fruits, to naturally tint hair during shampooing.

This collaboration strategically taps into Poland's flourishing economy and pivotal role as an entrance to the European market, mirroring the trend of South Korean companies seeking partnerships in Poland for European endeavors.

MBF Group, with a strong distribution record across various European sectors, from medical to consumer goods, is credentialed to work with organizations like NATO and the US federal government.

Having innovated the world's first natural browning shampoo formula using polyphenols, ModaModa has positioned itself as a frontrunner in South Korea's natural hair darkening shampoo market.

Globally, it has been a force in K-beauty, marking its presence in countries like the US, China, Taiwan, Singapore, Southeast Asia, and Japan within just two years of launching. Moreover, this year saw ModaModa setting the stage for a European market entry, underscored by a business deal with Brazil.

"After breaking into five international markets, our ventures in China and Japan have notably stood out," ModaModa's CEO Bae Hyung-Jin remarked. "Our vision is to penetrate markets in Central and South America, Europe, and evolve as a true global lifestyle brand."

Write to Ji-Yoon Yang at yang@hankyung.com