GRAIN DE BEAUTE, a fashion brand that is popular for its trendy taste in color and ambience, will introduce Hidden Tag, a counterfeit preventative solution, starting April.

Grain De Beaute is a global fashion brand that is widely loved by consumers worldwide, from bags to clothes and hats. In particular, Grain De Beaute’s main signature baseball cap became more popular when actor Cha Eun-woo wore it in the MBC drama "A Good Day to Be a Dog."

Grain De Beaute will be opening an offline store at Shinsegae’s Duty Free head branch (Myeongdong) on April 2 in response to the growing demand of international consumers and will also enter Lotte’s Duty Free offline store (Jeju City) on May 24.

Grain De Beaute recently introduced the product verification solution, Hidden Tag, to prevent any possible counterfeit problems during the export process, which usually goes hand in hand with the increase of sales in overseas markets.

Hidden Tag is the single possessor of labels/tags that have digital encrypted patterns, that when applied on products and scanned by consumers, effectively blocks counterfeit issues by confirming the authenticity of the products. Consequently, about 7.2 million users in 200 countries worldwide are using Hidden Tag’s app to check product authenticity.

Since there are no restrictions with label material and form, HiddenTag labels can be easily applied to fashion brand products such as Grain De Beaute. In particular, many fashion brands are using Hidden Tag because their brand’s design can be imprinted on the product verification labels without restriction.

A Hidden Tag member says, "Since Hidden Tag labels have no restrictions on materials and shapes, more than 1,100 brands from more than 22 industries as well as fashion are using Hidden Tag to prevent counterfeits of their own brands. Those who use Hidden Tag can market their brand by linking their social media page and online shopping page to the screen that pops up when consumers scan a Hidden Tag label on their product.

"Customers using Hidden Tag can also use Hidden Tag’s platform to access the distribution management service, which detects and handles distribution of products outside permitted countries in real time. I hope exports plan a safe route through Hidden Tag`s counterfeit prevention system."

Lee Soo-hwan, reporter for Global Epic, lsh@globalepic.co.kr