C&C International, a domestic ODM (Original Design Manufacturer) specializing in color cosmetics, has announced significant changes as it actively seeks to expand into the global market by recruiting overseas investment and brand management experts.

John Zenovis, who co-founded the global cosmetics brand Rhode with pop star Justin Bieber's wife, Hailey Bieber, has joined the board as a non-executive director and will lead the newly established 'Global Brand Support Group.'

According to the Financial Supervisory Service's electronic disclosure system and the cosmetics industry on the 31st, C&C International recently decided to appoint John Zenovis as a non-executive director through a board meeting, aiming to strengthen its global business capabilities. John Zenovis is a veteran with extensive experience in investment and brand management in the luxury and consumer goods sectors in Europe and North America and is currently a partner at One Luxury Group (OLG).

This recruitment is interpreted as an intention to incorporate John Zenovis's successful experience of leading Rhode from its inception to its sale for USD 1 billion (approximately KRW 1.39 trillion) to e.l.f. Beauty into C&C International's global strategy.

At C&C International, John Zenovis plans to oversee the Brand Support Group, directly assisting clients in their overseas expansion and establishing key marketing strategies. This demonstrates C&C International's strong commitment to evolving beyond mere production to becoming an incubating and marketing partner for global brands.

Particularly noteworthy is the expected collaboration with One Luxury Group (OLG), where John Zenovis is a partner. OLG possesses a network of global celebrities and influencers active in the U.S. and Europe. It is known that Ascent Equity Partners, the largest shareholder of C&C International, formed a joint fund with OLG last year to invest in the U.S. skincare brand Humanrace, which facilitated this recruitment.

The industry anticipates that with John Zenovis's addition, C&C International will rapidly materialize its global expansion strategy, including brand licensing, ODM, and online distribution network expansion in key consumer goods markets such as Asia, the Americas, and Europe.

A cosmetics industry insider analyzed, "With the global popularity of K-beauty, if John Zenovis's know-how from founding and growing Rhode is integrated, the pace at which C&C International transforms from an ODM manufacturer to a comprehensive cosmetics group with global brands could be faster than expected."

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