GENIC, established in 2001, is a venture firm which developed Korea’s first dermal administration soluble hydrogel technology in the cosmetics industry. GENIC has dedicated to developing advanced life science applications such as bio patch, fuctional skin care and other diversified products. With its market-leading ‘Cel-derma hydrogel mask pack’, Genic has developed and produced cosmetics in various categories, including mask packs, skin care products and fuctional patches. After listed on the KOSDAQ in August 2011, GENIC has been conducting overseas market strategies such as plant establishment in China and activating business in China through home-shopping distribution channels and OEM supplies. This case study describes growth history of GENIC and its foreign market entry for market expansion. First, we discuss growth strategies of the firm to overcome its financial and marketing disadvantages in cosmetics industry. The new venture equipped with superior technological advantage has developed its mixed business model consisting of OEM and own brands. Second, we handle the firm’s overseas market strategies after achieving leading market shares in its domestic mask pack market. Also the case describes the firm’s strategies to penetrate chinese market using exporting and FDI simultaneously. Therefore, this case provides an understanding of a new venture’s growth and foreign market expansion in terms of strategic management and international management issues.