Dong-A Pharmaceutical said Thursday that its skin trouble care brand Fation has entered the Health and Beauty store Guardian in Malaysia and Singapore.

The company added that following the opening of Fation brand stores on the online shopping platforms Shopee and Lazada in Vietnam and Malaysia last year, Dong-A Pharm is accelerating its expansion into the Southeast Asian market by introducing its flagship products to Guardian, a leading H&B store in Southeast Asia.

Malaysia and Singapore are Asia's fastest-growing markets, with high economic growth rates and strong purchasing power among the younger generation. In particular, the K-beauty craze is spreading positive perceptions of Korean beauty brands.

To meet the needs of consumers who suffer from skin problems due to the hot and humid climate, Dong-A Pharma introduced its NOSCA9 line, which specializes in soothing skin problems.

The company plans to conduct localized marketing to ensure Fation’s smooth entry into the Malaysian and Singaporean markets. It recently participated in the Beauty Week (Best of K-Beauty) event organized by Guardian and will also participate in major events held by Guardian this year to showcase its products to local customers.

Currently, Fation is available in 150 Guardian stores in Malaysia and 20 in Singapore.

“Our serum has gained a lot of attention from local customers as it has gone viral as a serum that helps to eliminate skin problems,” a company official responsible for the Fation brand said. “We will expand our reach to meet more customers in the global market.”