Ohora: From Seoul-to-USA

How A Korean Nail Brand Nailed the US Market

Living in the San Francisco Bay Area, where prices have soared post-pandemic, I’ve witnessed the cost of a simple manicure rise from $40 to $80 in the past three years. This shift led me to embrace more budget-friendly, DIY options.

In 2020–2021, my DIY journey began when my Instagram feed was inundated with “Ohora” ads. These ads introduced me to Ohora Nails, a nail care brand offering competitively priced boxes, typically around $16 each. Ohora’s product resembled a soft nail strip, providing an easy application process with salon-like manicure results. After my initial order from the Amazon Ohora shop, I became a loyal customer, placing more than 10 orders in a short period. Since its launch in 2019, Ohora has achieved global sales exceeding $250 million and has consistently ranked among the top products in relevant categories on Amazon in the United States, garnering numerous positive customer reviews.

What contributed to Ohora’s rapid success in the U.S. market as a nail brand from South Korea?

In this story, I will delve into Ohora’s success story, where their innovative product design effectively addressed customer pain points and set them apart in a highly competitive market.

Part 1. Company and Product Overview

Ohora

A South Korean nail brand, offering the semi-cured gel nail solution for customers who love to do self-nails. Launched in 2019, being recognized as the number 1 best-selling product in Korea and Japan.

Ohora’s Semi-cured Nail Gel

Ohora’s innovation in nail strips centers around their semi-cured nail gel. Unlike traditional press-on nails, which are hard and thin and require adhesive for application, Ohora’s nail strips are soft, jelly-like, and flexible stickers that can be directly applied to natural nails. Once cured using an LED or UV lamp, the strip hardens and can stay on the nails for several days.

Ohora’s core product lines can be categorized into two main types: nail strips and associated nail tools.

• Ohora Nail strips
  - Prices in the range of $13.5 to $20, with an average price of $15.79.
• Care & Tools
  - UV lamps and specialized nail care products.

Each box of Ohora nail strips contains:

• 30 pieces of nail strips
• A nail file
• A wooden stick for edges and reinforcement
• 2 prep pads

Market Performance Highlights:

• #1 Best-selling self-nail brand in Korea & Japan
• Sales of $130 million in Korea within two and a half years since its launch in 2019
• Global sales exceeded $250 million since its launch in 2019
• #1 Position in the Amazon category (Nail & Wraps) in the U.S
• High Customer Review Rating on Amazon: Over 4/5

Current Market Focus:

• Northeast Asia: Korea, Japan, China
• Southeast Asia
• USA

Part 2. Analysis

Common Pain Points in DIY Nail Care

1. Challenging Application
   Dealing with a complex and intricate application process.
2. Time-Consuming Nail Art
   The significant time investment required for intricate nail art demands a high level of skill.
3. Durability Worries
   Concerns about the effectiveness and longevity of adhesive solutions.
4. Cost-Efficiency
   The struggle to discover products that strike a balance between quality and affordability.
5. Customization Challenges
   Press-on nails may not align with the unique sizes and shapes of one’s natural nails.

How Ohora’s Nail Strip Address the Customers’ Pain Points On Self-Nail Solution

Product Advantages of Ohora’s Nail Strips

1. No Need for Extra Glue: Ohora’s Nail Strips eliminate the need for additional glue during application.
2. Adaptable to All Nail Shapes: These strips are stretchable and flexible, ensuring a perfect fit for nails of all shapes.
3. Diverse Selection and Frequent Updates: Ohora offers a wide range of choices with regular updates, introducing new styles to keep things fresh.
4. Safety and Non-Toxicity: Ohora prioritizes the use of safe materials, emphasizing non-toxicity and overall product safety.

Key Concerns Regarding Ohora’s Products

The Disadvantages of Ohora’s Nail Strips

1. Adhesion Concerns
   Nail strips reduced adhesion over time, causing edge gaps and increased likelihood of detachment.
2. Challenges of Imitation and Low-Priced Competitors
   Ohora’s innovative Semi-Cured Gel technology faces competition from lower-priced alternatives, catering to price-sensitive consumers on platforms like Temu and other e-commerce platforms

Brand’s Focus

Ohora’s brand centers on “Nail Art Lab”, emphasizing both artistic design and technological innovation to provide consumers with the best self-nail experience.

Future Potential Competitive Advantages

1. Ongoing Innovation: Addressing adhesion issues requires continuous technological advancement and exploring new product formats to stand out from imitators.
2. Design and Customization:

• Design Excellence: Nail art’s appeal relies on aesthetics and trend alignment. Regularly developing designs that match market preferences is crucial.
• Tailored Sizing: Matching strip sizes to consumers’ nail dimensions add to their satisfaction.

3. Quality and Sustainability: Consistently improving product quality, especially with an eco-friendly focus like recycling initiatives, can provide a competitive edge.

4. Brand Strengthening: Enhancing the Nail Art Lab concept and exploring collaborations can bolster the brand’s market position and recognition, enhancing its competitive advantage.

Part 3. Ohora Case Insights on the US Market

U.S. Market Success Factors:

1. Strong Product Appeal:
   - Innovative, quality-focused designs addressing specific consumer pain points.
2. E-commerce Shop Operation:

Amazon shop + Official website + 3rd party e-commerce

Running an Amazon store is a strategically sound decision for Ohora, tapping into the habits of American consumers and expanding their reach effectively.

3. Social Media Marketing Strategies:

• Robust social media campaigns tailored to regional preferences.
  Social Media Channels: Instagram, Pinterest, YouTube, TikTok
• Influencer collaborations and affiliate programs to boost engagement.

4. Opportunity
During COVID-19, the shift towards a home-based lifestyle also led to an increased demand for self-service nail art solutions.

Insights into U.S. consumers’ preferences for products & brands

The success of a brand’s expansion into international markets often indicates that the brand and its products have effectively captured the values and preferences of local consumers in the target market.

Ohora demonstrates a strong grasp of American consumer values, creating a brand image that deeply connects with its intended audience. Here are some core values that Ohora aims to convey in the US market.

1. Individuality and Self-Expression: Echoing the U.S. market’s preference for personalization.
2. Convenience and Efficiency: Aligning with the American ethos of time-saving solutions.
3. Safety and Eco-consciousness: Prioritizing non-toxic, vegan-friendly products.
4. Technological Edge: Innovating to meet the demand for cutting-edge beauty solutions.

Prediction

Which Market Holds Greater Potential for Ohora’s Future Expansion?

— The U.S. market.

Looking at pricing strategies, the U.S. nail industry incurs higher labor costs, while, in contrast, labor costs are lower in Asian markets. Ohora’s product pricing in Asia can deliver high-quality nail results comparable to local salons.