Yesterday, according to report, global cosmetics corporation L’Oréal Group has decided to streamline the brand “Vivid Draw” after acquiring Gowoonsesang Cosmetics. This is seen as a strategy to strengthen its representative brand “Dr. G” and enhance a makeup brand that can align with L’Oréal.
South Korea’s Gowoonsesang Cosmetics is reportedly considering discontinuing its color cosmetics brand Vivid Draw as part of a strategic shift to streamline operations and focus on more profitable segments.
Launched in 2021, Vivid Draw was aimed at younger consumers with playful, affordable makeup products, but it has struggled to gain significant traction in a competitive domestic market dominated by major players and global brands.
According to industry insiders, Gowoonsesang has been reviewing the performance of its sub-brands and is leaning toward phasing out underperforming lines to concentrate on its core skincare business, including its flagship brand Dr.G. The company is expected to make a final decision later this year. If Vivid Draw is discontinued, the move would align with a broader trend among Korean beauty firms to consolidate portfolios and prioritize high-margin, globally scalable brands.
