Amuse Korea is expanding its brand portfolio. Amuse Korea Co., Ltd. announced on the 8th of this month that it has launched RAWDEW, the first sister brand to Amuse. RAWDEW was conceived as a beauty brand that retains Amuse's free-spirited, sensorial DNA while offering a lighter, more easygoing experience.
RAWDEW's concept centers on spotting the small beauty concerns of everyday life and addressing them with wit. The brand name combines 'RAW,' meaning unprocessed, with 'DEW.' According to the company, the brand champions beauty that lets people express themselves naturally, as they are, without elaborate styling or drastic change.
The brand also sets itself apart from Amuse in how it operates. Rather than unveiling a fixed product lineup all at once, it has adopted a 'drop' model, releasing new products in sequence. The strategy is to build a distinct RAWDEW identity by offering something new and fun with each release, not only in function but also in color, texture, application and design.
The first drop is the 'RAWDEW Vita Butter Lip Balm' in eight shades: the clear 'Pure Dew,' along with 'Guava,' 'Oat,' 'Peach,' 'Soy Milk,' 'Blueberry,' 'Fig' and 'Pomegranate.' The range features 'body temperature mood colors' inspired by human moods and body warmth, allowing wearers to create different looks depending on the shade.
The formula consists of a common base plus shade-specific ingredients. The base, built on vitamins C, E and B5 (D-panthenol) and shea butter, focuses on moisture and nourishment, while each shade adds a different ingredient so consumers can choose according to their preferences and lip concerns. According to the company, panthenol, niacinamide, vitamin C, PDRN, ceramide, cica, peptides and hyaluronic acid respectively help with moisturizing, tone and texture, repair, soothing, firmness and hydration, among other benefits.
The texture was designed for light daily use, gliding smoothly onto the lips without shine or stickiness. The balm has completed sensitive-skin irritation testing, and given how frequently lip balm is reapplied, it comes in a 6g size, roughly twice that of a standard lip balm. It is priced at KRW 8,900.
Distribution will expand in stages across both online and offline channels. Starting with Amuse's official online store, the brand plans to roll out progressively to Zigzag, Emart24 and other retailers. The aim is to reach a broader consumer base through a diverse mix of channels, including fashion platforms and everyday offline retail.
An Amuse Korea spokesperson said, "RAWDEW is our first sister brand, extending Amuse's sensibility and brand philosophy into a more everyday beauty experience." The spokesperson added, "Through the drop model, releasing products one at a time, we will respond flexibly to shifting beauty trends and build RAWDEW's own witty brand identity."
