OBgE, a K-beauty brand under the direct-to-consumer media commerce company ADAPT, led by CEO Park Jeong-ha, is expanding its sun care offerings from seasonal products focused on summer demand to a year-round product line catered to various skin concerns and activity scenarios.
With outdoor sports like running gaining traction as a regular form of physical activity, there is an increasing demand for functional sun care products that can be easily reapplied during exercise. According to the Ministry of Culture, Sports and Tourism, the proportion of people regularly participating in physical activities such as running (including jogging and marathons) is expected to rise from 4.8% in 2024 to 7.7% in 2025, marking a 2.9 percentage point increase.
In response to this market shift, OBgE is enhancing its outdoor exercise-focused sun care products. The 'Active Sweatproof Sun Stick,' launched in February, has shown robust growth, with average monthly sales during the summer (June to August) increasing by approximately 72% compared to the spring months (March to May). As it approaches the fall running season, the product's utility as an outdoor activity sun care solution is being expanded.
OBgE has refined its sun care lineup based on skin concerns and activity contexts, centering on the existing flagship product, the 'Pore Zero Oil Control Sun Stick,' which focuses on UV protection and oil control. As of July, cumulative sales of this product exceeded 2 million units. The addition of the 'Active Sweatproof Sun Stick' and the daily-use 'Natural Tone-Up Sun Stick' further broadens the scope of sun care usage.
The 'Active Sweatproof Sun Stick' is designed in a stick format to prevent hand contamination, making it easy to apply during exercise. It features a patented 'Wet Boosting' technology that enhances UV protection even while sweating. The product has undergone four types of proofing tests to demonstrate resistance against sand, sweat, friction, and activity, as well as tests for eye irritation and sensitivity for skin.
Aimed at daily sun care needs, the 'Natural Tone-Up Sun Stick' combines UV protection with a natural skin tone boost and a comfortable finish. By offering both 'Active' for outdoor activities and 'Natural Tone-Up' for daily use, OBgE is positioning its sun care products for seasonal variability and user intent.
An OBgE representative commented, "Sun care is no longer a product used only in the summer; it is evolving into an everyday care product selected based on skin concerns and activity situations. With the active fall season for outdoor activities like running approaching, we intend to promote the utility of our Active Sun Stick and enhance our competitiveness in year-round sun care through our product lineup of Pore Zero, Active, and Natural Tone-Up."
