South Korean cosmetics brand Oera began to rebound with rising sales at duty-free shops early this year, notably surging more than eight-fold in May due to a Chinese social media influencer introducing Oera’s premium product line, Signature Prestige, as a favorite among affluent South Korean consumers. This endorsement led to Oera going viral among Chinese consumers in their 20s and 30s. High-performing ingredients like pearl attracted these high-purchasing-power consumers. In response, Handsome is considering developing a new product line tailored to Chinese customers’ needs and will launch Oera in a physical store at Hyundai Duty Free Dongdaemun in Seoul and on the Shilla Duty Free website by the end of July.