AGE20’S 2.0: How Aekyung’s Partnership with Netops is Reshaping China’s Beauty Market
Daniel Kim Views
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![Aekyung kicked off the AGE20\'S 2.0 era through a strategic partnership with Chinese e‑commerce specialist NetTops. [Photo = Aekyung]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-6e7718c3-a4be-4296-ac02-4299c865bdb7.jpeg)
The company announced on April 1 that, at a strategic partnership event held at the Four Seasons in Hangzhou on March 31 (local time), it officially appointed NetTops as the exclusive general-trade distributor for its color cosmetics brand AGE20’S in China.
The two have worked together on cross-border e‑commerce for eight years. Building on that history and NetTops’ local market know‑how, Aekyung chose NetTops to steer its general-trade operations in China. The move is meant to simplify the brand’s distribution setup, refine how AGE20’S is managed locally, and lay groundwork for longer-term growth.
Aekyung plans to tidy up distribution practices in China, unify pricing and channel management, and lift brand value. It also intends to broaden the product lineup and ramp up data-driven marketing.
“This year is a pivotal moment for AGE20’S,” said Kim Sang-joon, Aekyung’s CEO. “Through our partnership with NetTops, we’ll bring the brand’s new vision to life in China. China remains a core strategic market for AGE20’S, and with data-led product strength and localized strategies, we’re opening the AGE20’S 2.0 era.”
![Product image of LF\'s athe Vegan Relief BB Cream [Photo = LF]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-16abd41b-8a2f-4009-9335-ff85a653d59e.jpeg)
The formula is designed to treat the skin from within while providing a natural finish. It spreads lightweight and evens tone to create that coveted “blank canvas” look, the company says.
The BB cream includes plant-derived PDRN to soothe and support skin recovery, plus moisturizing ingredients like ceramides and hydroxyethyl urea and nourishing natural oils to strengthen the skin barrier.
Shades are muted beige tones for subtle, natural coverage without heavy makeup: Mild Olive to neutralize redness and Mild Ivory to balance yellow undertones.
Ahead of the launch, athe ran clinical tests showing improvements to the skin barrier and calming effects. The product also passed 24-hour coverage and anti-darkening evaluations.
An athe spokesperson noted that consumers now expect products that go beyond cover to support skin health. “We wanted a BB cream that balances skincare benefits with makeup performance,” they said.
![Park Chang-geun, newly appointed outside director at Musinsa\'s regular shareholders meeting on March 31 [Photo = Musinsa]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-c037aa66-ea6e-473a-bf43-e9324326234e.jpeg)
Park is a veteran fashion executive who has led global brands into Korea and helped Korean labels expand overseas. His roles include vice president at Cheil Industries, CEO of Levi’s Japan, and president of Levi’s Korea. He’s overseen major brands such as MCM, NEPA, and Dr. Martens, guiding brand turnarounds and global strategy. Park also served as a visiting professor in Seoul National University’s Department of Clothing and Textiles.
Musinsa expects Park’s mix of hands-on experience and academic insight to help propel the company’s push to become a global fashion commerce platform.
With this appointment, Musinsa now has four outside directors. The 10-member board includes three inside directors, four outside directors, and three other non-executive directors. The board also runs subcommittees such as the Audit Committee, Executive Compensation Committee, Outside Director Nomination Committee, Internal Transactions Committee, and ESG Committee.
A Musinsa representative said, “Park brings deep fashion industry insight and strong global-market understanding. We’ll leverage the board to raise the expertise behind major decisions and support our partner brands’ global growth, strengthening Musinsa’s role as an enabler.”
![OLZEN 26SS lookbook [Photo = Shinsung Tongsang]](https://contents-cdn.viewus.co.kr/image/2026/04/CP-2023-0070/image-fccc6aea-e46e-4daf-987e-f54ed9bd343b.jpeg)
Known for classic staples that appeal to men in their 40s and 50s, OLZEN leans into a well‑aging lifestyle. The new lookbook, titled Always OLZEN, translates that ethos into everyday outfits tailored to various occasions for men in this age group.
The lookbook is organized into five themes: For Weekend, For Business, For Date, For Culture, and For Travel.
Highlights include textured sweaters with stripes and two-tone weaves, 100% linen shirts, rayon-blend shirts, and short-sleeve pique tees in performance fabrics. The collection centers on lightweight pieces suitable from spring through early summer, offering versatile materials and designs for outings, business, and travel.
To mark the lookbook launch, OLZEN will hold a Blossom Week promotion online and in stores from April 1–10. Timed with cherry blossom season, the event discounts 26SS items by 20–40%. The brand’s online store, Goodwear Mall, will also issue a separate 10% coupon for 26SS spring merchandise.
An OLZEN representative said, “We hope Blossom Week helps customers discover a fresh take on their style this spring.”
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