Three Companies Under One Roof:
Unyielding Commitment to Market Integrity

Top&Top × AB Plus × Lela by Ana Beauty

For thirty years, Top&Top has operated as a supplier to wholesalers. As wholesalers of all sizes became its core clients, the company expanded into beauty accessories and founded AB Plus. In 2024, it launched Lela by Ana Beauty (Lela), a chemical brand marking a shift into a new category. Lela differs from the two existing companies, with packaging and marketing that are younger and more refined, prompting the question: “Does the company intend to shift its customer base?” To explore this, we brought together Top&Top CEO Shin, AB Plus Manager Park, and Grace, Director of Lela by Ana Beauty.

 

 

 

Reporter: Thank you for taking the time today. While our focus is on the chemical brand Lela, let’s start with Top&Top and AB Plus.

President Kim: Of course. We started with jewelry and accessories. As a long-established company in the Korean American community, most people in the accessory trade are familiar with Top&Top. Our products are sold across the U.S., Latin America, and various island regions, so the name “Top&Top” is recognized worldwide.

Manager Park: Because many of our clients were beauty supply stores, we naturally expanded from jewelry into general goods, which led to the creation of AB Plus. You can find our Pastel and ANA Beauty products in most beauty supply stores nationwide.

Reporter: When I visited your headquarters, I was amazed by the size of your catalog. You mentioned it wasn’t the full version, yet it was as thick as an encyclopedia (laughs). When did you launch Lela?

Director Grace: We began preparing in 2022. Chemicals are a completely different field from accessories and general goods, so the initial research and testing took time. We spent two years on this phase and officially launched in 2024.

Manager Park: During the pandemic, we reassessed our direction and decided to enter the chemicals sector. Most of our clients are wholesalers, and we supply them across the country instead of working with retail. Many asked, “AB Plus does great with general goods, so it would be great if you could offer chemicals too.” This demand, along with Grace joining us with expertise in cosmetics and chemicals, gave us the confidence to move forward with this expansion.

President Shin: Our wholesale clients often suggest, “Top&Top, try this or try that.” It’s convenient for them to order accessories, general goods, and chemicals from one place. This convenience was the key reason we decided to enter the chemical category.

Reporter: That trust built over many years, along with an efficient structure, must be a strong advantage. Yet, Lela feels completely different.

Director Grace: We wanted clear differentiation both internally and in the market. So, we made the packaging more vibrant with bright, eye-catching colors that stand out right away.

Reporter: You mentioned a background in cosmetics, Director Grace. Could you elaborate?

Director Grace: Before joining, I worked in technology and IT at Estée Lauder, handling website management, marketing, and SNS strategy. That gave me detailed insight into skincare and makeup development. For Lela, we began SNS marketing even before the products were released to position the brand for a Gen Z audience from the start.

Reporter: Just to clarify, SNS marketing? Lela isn’t planning to sell directly to consumers, right?

Director Grace: (laughs) Not at all. Branding targets retailers and end users. Retailers need to know Lela to request it from wholesalers. When consumers search for and recognize the brand, it builds market trust. This structure will not change.

Reporter: Top&Top handles such large volumes that shipping is faster than inspecting every package, following a high-volume, low-margin model.

 

 

 

 

 

Manager Park: Low-cost accessories have almost no margin, so we focus on moving large quantities quickly. Chemicals are different. Most chemical companies sell directly to retail, but we supply wholesalers, adding a distribution layer and limiting flexibility. We addressed this by lowering our margin and applying the same structure as accessories. Healthy margins for wholesalers are essential to keep the market functioning.

President Shin: We have no plans to change the distribution model. Only a few antenna shops assisting with testing are exceptions. The main channel remains wholesalers.

Reporter: Choosing trust over margin shows a clear company philosophy. What, then, is Lela’s core strength?

Director Grace: Many products on the market are designed to sell quickly. We took the opposite approach, focusing on safe, high-quality products with a style that appeals to younger consumers. From the start, we targeted Gen Z. We paid close attention to animal testing, irritating ingredients, parabens, sulfates, and artificial colors. These were largely excluded, and we focused on creating safe formulas using popular natural oils.

Reporter: The launch product was the braiding line, but the edge gel that followed received particularly strong responses, right?

Director Grace: Yes. Edge gel is a highly competitive category, so we focused on differentiation. Using our strength in beauty tools, we included a mini edge brush inside the 100ml gel. It’s a small detail, but it significantly improved the response.

 

 

President Shin: Initially, there was a barrier to entry. Retailers didn’t know the brand, so even if wholesalers stocked it, sales didn’t happen immediately. New brands are seen as untested. Once they learned the product came from Top&Top, perception changed quickly.

Manager Park: Lela targets a younger audience, so in-store adoption will take time. Once it gains traction on SNS, awareness will spread quickly, but until then, growth will be gradual. We are not in a rush.

Director Grace: The Wig Bond received very positive feedback right after launch. Many asked, “Does the quality really match this price?” and responses picked up quickly.

 

Manager Park: Even with well-known brands on the market, examining their production showed that consumers didn’t need to pay those prices. Our approach is to offer “the same quality at a more reasonable price.”

Reporter: Finally, what are your future goals?

Director Grace: We plan to expand from chemicals into cosmetics. If our wholesale clients see a need for certain products, we are open to exploring new possibilities. The brand has room to grow, which makes it an exciting prospect for us.

Manager Park: We have a showroom in Manhattan. It’s a good way to understand our structure (laughs). I recommend visiting.

Top&Top, AB Plus, and Lela by Ana Beauty showroom in Manhattan.

 

 

President Shin: We want every wholesaler and customer to use our products with confidence. From ingredient selection to manufacturing, we strictly follow our standards and aim to create products that can be used worry-free.

Reporter: It is evident that responsibly upholding these unseen values has been a key driver of the company’s success. We look forward to Lela’s continued growth and thank you for joining us today.