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Growing in the Golden State and beyond

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Growing In The Golden State And Beyond


PURA D’OR was launched in 2011 with a vision to transform people’s lives through organic, natural and plant-based products that are sustainable for the planet. Today, Coupang is PURA D’OR’s largest sales channel in Korea and has supported the brand’s 300% year-over-year growth. That success in-turn fuels growth for many of its U.S. suppliers, which are also small and medium-sized businesses.

Vital’s International Group, based in Garden Grove, CA, is a quintessential American entrepreneurial success story. Their PURA D’OR brand of natural hair care products, endorsed by celebrities and stylists alike, has grown a massive following in the U.S. and is continuing to expand globally. Its story is even more impressive when considering the company is family-owned, employs only 90 people, is powered almost exclusively by renewable energy, and got its start simply because one of the founders couldn’t find the product he needed.

In 2011, Huey Nguyen was looking for products to help with his thinning hair. While there were many options for prescription strength and over-the-counter drug-based products, he was discouraged by the lack of solutions with a more natural approach. So, he and his partner, Tim Bui, decided to create their own. Thus, the PURA’DOR brand was born.

The brand grew quickly in the U.S. and the company began to seek opportunities to continue growing in international markets. But for many small and medium sized businesses (SMBs), the prospect of selling outside of the U.S. can be daunting due to regulations, licenses and unfamiliar requirements. After experimenting with some distributors to enter Asian markets, PURA D’OR noticed large orders coming in from a particular seller: Coupang.

“One of the things I like best about working with Coupang is just how easy it’s been,” says Evan Axelrod, Vice President of e-Commerce Sales at PURA ‘DOR. “There can be a lot of regulatory requirements when selling overseas, different labeling that may be needed. It’s a lot to learn so it’s been great to partner with Coupang to do that heavy lifting on our behalf. They do a ton of work for us, which takes a lot off my plate so I can focus on growth.”

Recognizing opportunities to grow and strengthen its brand presence to the Korean consumer, PURA D’OR transitioned fully to a direct relationship with Coupang in 2023. Today, Coupang is PURA D’OR’s largest sales channel in Korea and has supported the brand’s 300% year-over-year growth.

The company’s success is also fueling additional growth for many of PURA D’OR’s vendors here in the U.S. For example, bottles, labels, essential oils and other ingredients the brand doesn’t grow itself are all sourced from other U.S. companies, including some based in New Jersey, Georgia, and Massachusetts. So as more Coupang orders come in for PURA D’OR products, the positive economic impact stretches far beyond Vital’s facility in Southern California.

From its original 500 sq. ft office in 2011 to the 120,000 sq. ft. facility today, growing naturally has always come naturally for the PURA D’OR team. We’re proud to support their success and drive growth both for the brand and its many US partners.

This article is from the Coupang Newsroom and to read more please visit here.