Soul intact, speed on: 3CE takes K-beauty global from Seoul

Korea Herald

13-05-2025

Under L'Oreal's wing, 3CE doubles in size as brand chief balances global ambition with Seoul-born identity
To grasp the pulse of South Korea's trend-sensitive beauty scene, few barometers are more telling than 3CE Stylenanda -- a K-beauty brand where the pink-hued palettes reflect Seoul's ever-evolving youth culture.
In an industry that churns out new beauty brands every season, 3CE has endured since its beginnings in 2004, originally starting as a fashion brand before launching its makeup line in 2009.
Even after its 2018 acquisition by French cosmetics giant L'Oreal for roughly 600 billion won ($430 million), 3CE has held fast to its original spirit -- now carried forward by Federica Campari, global brand president of 3CE Stylenanda.
'What I bring to the brand is L'Oreal's core values: consumer centricity, growth and entrepreneurship,' she said during an interview with The Korea Herald in April. 'It's about protecting the soul of the brand while scaling it with global ambition.'
As a L'Oreal veteran whose career has taken her from Italy to Paris and now to Seoul, she took the helm at the Seoul office less than two years ago.
That 'soul,' she added, is unmistakably Korean and rooted in fashion, as 3CE has stayed true to its creative, trend-forward identity, consistently delivering stylish looks elevated by its makeup products.
As part of its strategy to hone a distinctive edge, the company continues to refine its core lineup -- lips, blush and eyeshadow -- through bold textures and inventive concepts, steering clear of fleeting fads that could blur its identity in a crowded beauty landscape.
This approach parallels the brand's intentional step back from skincare, a category already covered by Dr.G, the dermatologist-founded Korean brand that joined L'Oreal's portfolio last December.
'On one hand, you have 3CE as the number one Korean makeup brand in the world. On the other, there's Dr.G,' she said. 'By nature, they're positioned very differently.'
According to her, the brand's focused mindset yielded results both in Korea and abroad.
Under L'Oreal's stewardship, 3CE has more than doubled in size, its presence steadily radiating outward from Seoul to the wider world.
It first scaled in China, where it now ranks among the top three brands in the mass makeup category. Japan followed, and most recently, the brand launched across Southeast Asia.
'In just a few months, we rolled out the brand in five countries in Southeast Asia, tailoring strategies to each local market,' Campari said.
While the brand's Glazy Lip Glow and Blush Lighter climbed to the top of Olive Young's online makeup rankings at home, its Cashmere Hug Lipstick topped the charts on Shopee in Malaysia and Singapore.
She accentuated: 'What resonates in Seoul may not immediately translate in Shanghai, Bangkok or Tokyo. For 3CE, our approach has been to find the right way to adapt without losing the soul of the brand.'
As the brand scales, one key to maintaining momentum has been investing in local teams. Although global leadership remains based in Seoul, 3CE operates through L'Oreal's offices across Asia, embedding local talent to ensure market relevance.
Campari attributed the early success to having the right talent on the ground, deep local consumer insight and the operational excellence that L'Oreal delivers.
To continue capitalizing on K-beauty's momentum, Campari views speed as a defining factor in delivering spot-on products that meet evolving consumer demand.
The fast-paced rhythm of K-beauty, in fact, is wired into the very tempo of the nation. 'Just by sitting in Korea, you're incentivized to go fast,' she quipped.
'Brands like 3CE need to be in the conversation, to be part of the cultural moment,' she continued, referring to the brand's high gear approach to trendspotting on social platforms, where it actively engages Gen Z audiences and gleans real-time insights from direct consumer feedback.
'We very often create with our consumers, not just for them,' Campari said, noting that comments and reviews frequently spark ideas for new innovations.
Campari envisions a bright future in which K-beauty, to borrow her words, is no longer just a trend but a cultural force, moving in step with the continued rise of K-pop and Korean entertainment.
Yet for now, 3CE's immediate priorities are clear: consolidate its position in Southeast Asia and keep building on its reputation as K-beauty's makeup leader.
In the face of the ups and downs that lie ahead, Campari said the brand will stay fast, stay creative and stay true to itself. 'That's how 3CE will continue to thrive -- both at home and around the world.'
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