LG H&H Co., Ltd. (KOSE:A051900) is seeking to sell beverage subsidiary Haitai htb (HAI TAI HTB CO.,Ltd.) for more than KRW 300 billion as part of a broader strategy to streamline non-core businesses and strengthen its beauty division. The company has appointed Samjong KPMG to manage the sale process and is reportedly approaching financial investors with experience in the food and beverage sector. LG H&H acquired the business in 2011 and later expanded its scope into health functional foods.

The divestment follows a wider portfolio review that included several F&B subsidiaries. Proceeds from the sale are expected to support future beauty-sector investments and potential acquisitions as LG H&H works to strengthen competitiveness against fast-growing K-beauty players such as APR and Goodai Global. The company recently suspended its review of a potential acquisition of skincare brand Torriden due to valuation concerns.

The sale reflects LG H&H?s efforts to sharpen its focus on beauty, improve capital allocation and secure additional funds for brand growth and M&A as competition intensifies in the global K-beauty market.