In 2000, a new channel called One Brand Shop appeared in the cosmetics market, forming a new middle-low price cosmetics mark and reshaping the structure of cosmetic companies. In contrast to the existing cosmetic specialty stores which provide products of various brands, One Brand Shop sells only one brand of products with excellent price-performance ratio. It is a new type of cosmetics distribution channel. As recession goes on and consumers pursue rational and practical values, One Brand Shop has rapidly grown, and as a result, many new cosmetics brands such as MISSA, THE FACE SHOP and TONYMOLY entered the market. TONYMOLY suffered in the early stages of market entry due to severe competition among brands armed with similar products and similar concepts. But they built a solid presence in the market through exploring a new niche market and renewing brand concepts and marketing strategies to differentiate the brand from those of rivals. TONYMOLY found the fact that there was nearly no cosmetics market for young women in the late teens and early twenties and the fact that the makeup age is falling, so they selected those women as their main target. After that, brand concept and marketing strategy have been established and run on the basis of the target. Moving away from the natural and/or feminine beauty, which is used generally as a cosmetics brand concept, they derived the unique ‘New & Fun & Good’ concept of effective to the target. And they targeted the market with unique and specialized packaging design products. Packages of TONYMOLY opened a new field in the cosmetics market and made a big impact on the industry. In addition, apart from the traditional communication methods using mass media, by taking new media communications strategy based on target customers’ life and their changed characteristic, efficient and cost-effective communication are carried out. After TONYMOLY laid the groundwork on middle-low pricecosmetics market, they continuously developed high-quality hit products and advanced marketing activities. As a result, TONYMOLY’s brand power is recognized overseas as well as domestic. The purpose of this case is to introduce TONYMOLY’s successful marketing strategies. To fulfill this purpose, we looked into the cosmetic industry's overall situation and the growth of One Brand Shop distribution channel, refocused on TONYMOLY’s brand strategies, packaging strategies, communication strategies and global expansion strategies on the basis of academic theory, and then discussed the future challenges for TONYMOLY.