Local cosmetics brand Etude House was embroiled in controversy over illegally selling product samples, or freebies, in Thailand, according to a local media outlet.
The beauty firm has sold sample cosmetics in its store located in Bangkok shopping mall Terminal 21. Selling samples is illegal both in South Korea and Thailand. Here, violators may face up to one year in prison or a maximum 5 million won (S$6,000) in fines.
Etude House in Thailand sold samples of its best-selling product Moistfull Collagen Lotion at an even higher price than in South Korea, according to the media outlet.
Regarding the controversy, the firm said, "Currently, the stores in Thailand are managed by local agencies, so it is not easy to supervise each store in the nation from South Korea."
Despite the explanation, concerns are still being raised over whether the incident may deal a serious blow to the company's credibility in the nation.
The cosmetics firm is currently running around 200 stores in 12 nations. The first overseas branch started from Thailand's popular department store Siam Square.