[DigitalToday reporter Choi Jae-won] Hecto Healthcare’s inner beauty brand OnRitual is speeding up its push into China through China Beauty Expo 2026 (CBE 2026). Major local distributor Tiantuang Group showed strong interest in OnRitual, which has expanded its portfolio from ingestible inner beauty to topical skincare, and expressed strong confidence in the brand’s growth potential.

On May 13 (local time), a Tiantuang Group official described China’s beauty market as a growth phase in which consumption is rapidly premiumising and becoming more segmented. The official said consumer needs are expanding beyond basic skincare or makeup to high-quality, specialised and personalised products. With young consumers placing importance on quality, brand image and a differentiated philosophy, the official said OnRitual’s research and development capabilities and clear brand identity fit local consumer demands well.

The group emphasised localisation and channel expansion for OnRitual’s entry into China. It plans to actively use online platforms, social media and livestream commerce, alongside product lineups that reflect Chinese consumers’ skin characteristics, usage habits and beauty trends. It also outlined plans to expand offline trial spaces such as department stores, beauty select shops and premium distribution channels, creating a structure in which consumers can experience products directly.

The group also pointed to the importance of complying with local cosmetics-related regulations, including product registration and quality inspections. It said credibility and stable operational capabilities, rather than simple awareness, are key to long-term growth in China’s intensely competitive beauty market. The official said the two sides share a quality-first and consumer-first philosophy, and expressed confidence that combining OnRitual’s product strength with local operating capabilities in China could create strong synergy.

At CBE 2026, running from May 12 to 14, OnRitual unveiled a global portfolio expanded beyond its inner-beauty focus such as collagen and cleanse products to include skincare items such as mask packs and cleansing foam. It presented its direction as an integrated beauty-solution brand that consumers can eat, apply and attach.

CBE 2026 is OnRitual’s first test bed for meeting Chinese consumers and buyers directly and a starting point for global expansion. Attention is focused on whether OnRitual, having widened its stride through expansion, can work with local partners in China to establish a new K-beauty routine in the local market.