Erica Jung, founder and CEO of 3LAB, has launched her premium beauty brand in China through a major distribution deal with S’YOUNG International, marking a key milestone in her goal to show that Korean American women can lead global high-end brands.
On May 11, Jung presented 3LAB at the “Wonder Woman, Wonder Age” launch event hosted by Elle Magazine at the Sukhothai Hotel in Shanghai. The event signaled not only 3LAB’s official expansion into the Chinese market but also highlighted the growing presence of Asian women in global beauty leadership.
“Now is the time for Asian women to build careers on their own terms and raise their voices on the global stage,” said Jung.
Founded in 2003, 3LAB has spent the last 22 years earning recognition for its use of cutting-edge ingredients and advanced dermatological science. Its best-known product, Super Cream, is widely praised by beauty editors for its powerful antioxidant properties and anti-aging benefits.
Jung built the brand without traditional advertising, relying entirely on product performance. 3LAB gained shelf space at top U.S. department stores like Neiman Marcus, competing with luxury brands such as La Prairie, La Mer, and Clé de Peau. Over time, the brand expanded across major beauty markets in Europe, including the United Kingdom, Switzerland, and Italy, as well as in Thailand and China.
S’YOUNG partnership positions 3LAB for global growth
To accelerate growth in China, 3LAB signed an exclusive distribution agreement in January with S’YOUNG International, a leading Chinese beauty distributor headed by Marshal Chen. The partnership comes after years of relationship-building and goes beyond a standard sales deal—both companies will jointly manage brand strategy and marketing.
S’YOUNG is known for leading Singles’ Day (Guanggunjie) campaigns for five consecutive years and collaborating with more than 30 global beauty brands. Through its robust omnichannel system, including live commerce, retail platforms, and logistics networks, 3LAB products will now be sold across China.
Jung said she identified China as 3LAB’s most promising growth market seven years ago and began quietly testing sales. “We don’t advertise. The products speak for themselves. We’re confident we have the best skincare,” she said.
According to Jung, the U.S. market—once the center of luxury skincare—has grown desensitized to premium brand narratives. In contrast, she believes China offers the best opportunity to strengthen a premium beauty brand.
“Chinese consumers have high expectations for premium products. That creates real room for growth,” she said. “Now is the right time to enter the market.”
China’s premium cosmetics market is valued at approximately $2 billion. Jung’s long-term vision includes building 3LAB into a top global brand and eventually pursuing a merger with S’YOUNG International.
“I want to become a kingmaker,” she said. “And I will grow 3LAB into a global brand.”
3LAB’s founding philosophy centers on healthy beauty. Instead of relying on Botox or dermatological procedures, the company emphasizes boosting the skin’s natural strength. “In an age where we live to 100, we must maintain our skin for just as long,” Jung said. “It’s not about temporary wrinkle reduction—it’s about restoring skin health.”
For the China launch, 3LAB is highlighting H Cream, a high-performance formula designed to improve long-term skin health. Jung describes it as “a treatment, not just a cosmetic.”
Beyond commercial success, Jung hopes 3LAB will become a lasting legacy. “I want 3LAB to be remembered as a brand that endured for over 500 years, built by a Korean American woman entrepreneur,” she said. “I want to pave the way for Asian women to grow not as passive participants but as empowered leaders.”
BY EUNYOUNG LEE [lee.eunyoung6@koreadaily.com]
