Labiotte

Cosmetics and Personal Carelabiotte.com

Labiotte is a privately held Korean DTC cosmetics and skincare brand founded in 2015 and based in Seoul, selling collagen, probiotic, and ceramide-based skincare plus makeup and sun care through its own global e-commerce storefront to individual consumers worldwide.

Company typePrivate
Founded2015
HeadquartersSeoul, South Korea
Headcount11–50
GTM typeB2C
OfferingHardware or Manufacturing

What Labiotte does

Labiotte (라비오뜨) is a privately held Korean cosmetics and skincare company founded in 2015 and headquartered in Seocho-gu, Seoul. The company designs, formulates, and sells a diversified portfolio of skincare, makeup, sun care, hair care, body care, and cleansing products organized across multiple sub-brands, including Este RX (anti-aging with retinoids and a bundled at-home absorption device), HyalBiome (hyaluronic acid and probiotic water formulations), MARRYECO (eco-friendly white rice ceramide and acorn collagen products), and the Mydeca Cica line for sensitive skin. Product pricing spans approximately 12,000 KRW to 149,000 KRW per unit, with hero SKUs anchored on collagen-based anti-aging, probiotic hydration, and phytosome delivery technologies.

The company operates a direct-to-consumer business model through its own e-commerce storefront on the Cafe24 platform, with multi-language storefronts (Korean, English, Chinese) and international shipping to markets including North America, Europe, and Asia-Pacific. Revenue is generated through unit-level product sales supplemented by a regular delivery (subscription) option for recurring purchases. Customer acquisition is driven by organic social media presence (Instagram, YouTube, Facebook, Kakao, Naver Blog) and a membership loyalty program offering reward points (3%), review incentives, birthday discounts, and sign-up coupons. There are no disclosed wholesale, marketplace, or retail partnerships; no external funding rounds; no patents or trademarks; and no AI/ML capabilities in the product or operations stack. Ownership is independent, with Kim Ok-yeop serving as Representative Director and the company registered as 주식회사 라비오뜨 (Labiotte Co., Ltd.).

Labiotte firmographics

Firmographics

Name: Labiotte
Legal name: 주식회사 라비오뜨
Website: https://labiotte.com
Company type: Private
Founded year: 2015
Operating status: Operating
Headcount range: 11–50 employees
Short description: Labiotte is a privately held Korean DTC cosmetics and skincare brand founded in 2015 and based in Seoul, selling collagen, probiotic, and ceramide-based skincare plus makeup and sun care through its own global e-commerce storefront to individual consumers worldwide.
Ownership category
akta.pro rank

Labiotte industry classification

Industry

Product category: Cosmetics and Personal Care
SIC: Perfumes, Cosmetics & Other Toilet Preparations (2844)
akta.pro primary industry: Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
akta.pro secondary industries: Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

Korean cosmetics
Skincare products
Makeup products
Beauty brand
Sun care products

Where Labiotte is headquartered

Location

Headquarters

HQ city: Seoul
HQ country: South Korea
HQ region: Asia

Offices1 record

Markets served

Labiotte business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

Direct E-commerce Product Sales: Labiotte generates revenue through direct sales of its skincare, makeup, hair care, body care, and cleansing products via its official online mall (labiotte.com). The company also offers subscription/regular delivery options for recurring purchases. Products are sold at unit prices ranging from approximately 12,000 KRW to 149,000 KRW, with a standard 3% reward points program for purchases.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Individual product pricing with membership rewards

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Labiotte product offering

Product offering

Core offering

Labiotte is a Korean cosmetics company that develops and sells skincare, makeup, sun care, hair care, body care, and cleansing products through its direct-to-consumer e-commerce platform. The brand operates multiple sub-brands including MARRYECO, Este RX (에스테 RX), Hyalbiome (히알바이오옴), Mydeca, and Codeum, serving beauty-conscious consumers globally.

Product overview

Labiotte is a Korean cosmetics brand offering a diverse skincare and makeup portfolio organized across multiple sub-brands and product lines. The core offerings include the SKIN CARE line (toners, lotions, serums/ampoules, creams, masks) with flagship collagen-focused products like the Premium Collagen Pull Up and Este RX Collagen lines, the MARRYECO eco-friendly sub-brand featuring white rice ceramide products, the Hyalbiome Water line for hydration, and the Mydeca Cica line for sensitive skin. Makeup offerings include lip products (air blur lipsticks, lip plumpers, wine tint lip stains), while sun care features UV Veil airy fit sun sticks and water-fit sunscreens. Additional products span cleansing (foam, water, peeling gels), hair care, body care, and specialty treatments like modeling packs and PDRN repair masks. The brand operates a single e-commerce platform with membership benefits and international shipping.

Differentiator

Problem solved

Functional benefit

Brands

MARRYECO: A sub-brand/product line focused on eco-friendly or sustainable beauty products
에스테 RX (Estate RX)
히알바이옴 (HyalBiome)
메리에코 (MARRYECO)

Products and services

Este RX Collagen Cream with Device (에스테 RX 콜라겐 크림)

Companies that use Labiotte

Customer profile

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Labiotte technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Labiotte partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Labiotte competitors and assessment

Company assessment

Direct peers

COSRX: Korean skincare brand built around ingredient-led formulations (snail mucin, retinoids, acids) with strong direct-to-consumer e-commerce and global shipping — directly comparable in GTM motion, target consumer, and product focus to Labiotte.
Beauty of Joseon: Korean skincare brand with a similar indie-DTC profile and global cross-border shipping, focused on ingredient-centric skincare at accessible price points — overlapping directly with Labiotte's mass-premium positioning.
Anua: Korean skincare brand with viral DTC growth in the US and global markets, focusing on gentle, ingredient-forward formulations — a comparable indie Korean DTC peer competing for the same consumer cohort.
Klairs: Korean skincare brand (under Wishtrend) targeting sensitive-skin consumers with minimalist formulations and a strong international e-commerce presence — comparable in sub-brand positioning (e.g., Mydeca Cica) and DTC channel mix.
Torriden: Korean skincare brand built on hyaluronic acid and hydration-led formulations with active global DTC shipping — comparable ingredient thesis (HyalBiome line) and e-commerce-led go-to-market.
Skin&Lab: Independent Korean skincare brand focused on dermatological, ingredient-led formulations sold primarily through DTC — comparable indie Korean skincare peer with overlapping target consumer and product positioning.

Broad incumbents

Missha: Korean mass-market beauty brand under Able C&C with broad skincare and color cosmetics portfolios — comparable in product breadth and Korea-DTC-anchored distribution, but with much larger scale.
Laneige: Premium Korean skincare brand under AmorePacific, best known for hydration-led products — overlaps with Labiotte's HyalBiome hydration positioning at a much larger, multi-channel scale.
Etude House: Korean color cosmetics and skincare brand under AmorePacific with global retail presence — comparable in targeting younger female consumers with playful skincare/makeup SKUs at accessible price points.
Innisfree: Mass-market K-beauty skincare brand under AmorePacific with global offline retail and multi-channel distribution — represents the larger, well-funded incumbent Labiotte competes against for cross-border K-beauty consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Labiotte financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Labiotte leadership team

Management profile

Number of profiles

Profiles1 record

Labiotte funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Labiotte M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Labiotte

What does Labiotte do?

Is Labiotte a public or private company?

Labiotte is a private company. It is classified as unknown and is currently operating.

When was Labiotte founded?

Labiotte was founded in 2015. It employs 11 to 50 people.

Where is Labiotte based?

Labiotte is headquartered in Seoul, South Korea, in the Asia region.

How does Labiotte make money?

One revenue line is on record: direct E-commerce Product Sales.

Who are Labiotte's main competitors?

Direct peers on record are COSRX, Beauty of Joseon, Anua, Klairs, Torriden and Skin&Lab. Broad incumbents are Missha, Laneige, Etude House and Innisfree.

Does Labiotte have an API?

No public API is recorded for Labiotte.

What industry is Labiotte in?

Labiotte's product category is Cosmetics and Personal Care. Its primary akta.pro industry code is CRABAAAD, Body Skincare (Lotions, Creams, Body Oils), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its SIC code is 2844.