2억이 4000만원 됐다…LG생활건강 개인투자자 눈물 [윤현주의 主食이 주식]

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LG생활건강<br>中 인기 식자 주가 내리막길<br><br>“북미·유럽·일본 등 공략 국가 확대<br>인디 브랜드</strong>·<strong style="color:inherit">뷰티 스타트업 발굴<br>뷰티테크 분야도 진출하겠다”<br><br>외인 순매수 행진 </strong>… <strong style="color:inherit">지분율 30% 육박<br>증권사 평균 목표가 41만2462원</strong><br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a1"> <img id="img1" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_001_20241118182816388.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="LG생활건강 한방화장품 더후 모델 김지원. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">LG생활건강 한방화장품 더후 모델 김지원. LG생활건강 제공</em></span><br><br>한때 주가가 200만원에 육박했는데….<br><br>2021년 7월 1일 최고가(178만4000원)를 기록한 후 주가 내리막길을 걷고 있는 종목이 있다. ‘K뷰티 대장’ LG생활건강 이야기다. 16일 한국거래소에 따르면 주가는 33만8000원으로 최고가 대비 81.05% 하락했다. 당시 2억원을 투자했다면 주식 평가액이 약 4000만원 정도로 1억6000만원 손실을 보고 있는 것이다. 3년여 전 중국에서 선풍적인 화장품 인기와 호실적에 힘입어 개인 투자자들의 관심을 얻었지만 지금은 ‘실적 후퇴’와 브랜드 입지 약화로 시장에서 소외되어 있다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a2"> <img id="img2" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_002_20241118182816418.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="LG생활건강 주가 월봉 그래프 캡처." style="display: none;" /> </div> </div><em class="img_desc">LG생활건강 주가 월봉 그래프 캡처.</em></span><br><br>코스피 시가총액(5조2790억원) 70위인 LG생활건강은 1947년 1월 창립 이후 70여년 동안 아름다움과 꿈을 실현하는 국내 최고의 FMCG(Fast Moving Consumer Goods·일용소비재) 기업으로 우뚝 섰다. 화장품, 생활용품, 음료 등 주요 부문 내수 시장 1위를 달리고 있다. LG 창업주인 구인회 회장이 설립한 락희화학공업사를 모태로 하고 있으며, 2001년 LG화학 생활화학 부문에서 분사했다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a3"> <img id="img3" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_003_20241118182816451.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="더후 비첩 자생 에센스 리뉴얼 사진. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">더후 비첩 자생 에센스 리뉴얼 사진. LG생활건강 제공</em></span><br><br>LG생활건강의 핵심 사업은 Beauty(화장품), HDB(Home Care & Daily Beauty·생활용품), Refreshment(음료)로 구분된다. 화장품 사업 부문은 ‘더후’ ‘숨37’ ‘오휘’ ‘빌리프’ ‘CNP’ ‘더페이스샵’ 등 다양한 럭셔리 및 프리미엄 브랜드를 보유하고 있다. 특히 럭셔리 대표 브랜드 더후는 차별화된 콘셉트와 제품력으로 국내외 시장에서 높은 인지도를 갖고 있으며 뷰티 매출에서 가장 높은 비중을 차지하고 있다. 이 외에도 ‘글린트’ ‘프레시안’ ‘힌스’ 브랜드로 색조 화장품 입지를 확대하고 있다. <br><br>HDB 사업 부문은 데일리 뷰티와 홈케어로 구분된다. 데일리 뷰티는 샴푸, 바디워시, 치약처럼 개인의 미용과 위생을 목적으로 사용하는 제품이고 홈 케어는 집안 청소와 의류 세탁에 사용되는 생활용품으로 구분된다. 생활용품에 들어가는 원료를 판매하는 B2B(기업 간 거래) 사업도 하고 있는데 HDB는 ‘국내 왕좌’를 계속 지키고 있다.<br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a4"> <img id="img4" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_004_20241118182816507.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="더페이스샵 미감수를 들고 있는 세븐틴 원우. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">더페이스샵 미감수를 들고 있는 세븐틴 원우. LG생활건강 제공</em></span><br><br>음료 부문은 브랜드 코카콜라가 선두다. 주요 종속회사인 코카콜라음료㈜는 TCCC(The Coca-Cola Company)의 보틀링 파트너로서 TCCC부터 원액을 구매해 국내에서 제조해 판매하는 방식으로 매출이 발생하고 있다. 비탄산음료인 주스, 커피, 생수 등의 제품도 다룬다.<br> <div class="navernews_end_title"><span style="color:#008080;"> “북미·유럽·일본 등 공략 국가 확대 … K뷰티 스타트업에도 투자”</span></div><br>신성장동력에 대해 회사 관계자는 “주요 공략국인 중국의 내수 경기 침체로 북미, 유럽, 일본, 동남아시아 등 시장 다변화를 꾀하고 있다”고 말을 꺼냈다. 이어 “지난해 9월 인디 브랜드 힌스를 인수해 기초 외 메이크업 브랜드 육성에도 공을 들이고 있고, 힌스의 상품 기획력을 LG생활건강에 내재화하고 이를 기반으로 자체 메이크업 브랜드 육성에도 힘쓰고 있다”고 설명했다.<br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a5"> <img id="img5" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_005_20241118182816550.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="유시몰 제로 마일드 가글. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">유시몰 제로 마일드 가글. LG생활건강 제공</em></span><br><br>그는 “K뷰티 스타트업 전용 투자 펀드인 ‘마크-솔리드원 뷰티인텔리전스펀드1호’에 50억원 규모의 전략적 투자를 단행했다”며 “향후 발전 가능성이 높은 인디 브랜드와 신생 뷰티 스타트업을 적극 발굴해 함께 성장할 수 있는 기반을 다지겠다”고 말했다. 이어 “디지털 마케팅과 뷰티테크 등 신성장동력을 마련하고 우수한 창업가들과의 중장기적인 네트워킹으로 뷰티 아이디어에 대한 접근성을 높이겠다”고 강조했다. 또 “세계 3대 전기전자 박람회로 손꼽히는 MWC(세계 최대 이동통신 전시회)와 CES(세계 최대 가전전시회)에 휴대용 타투 기기인 임프린투(IMPRINTU)를 출품하는 등 기존 뷰티와 테크 기술을 결합한 뷰티테크 분야 진출에도 나섰다”고 설명했다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_small"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a6"> <img id="img6" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_006_20241118182816582.png?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="" style="display: none;" /> </div> </div></span><br> <div class="navernews_end_title"><span style="color:#008080;">올해 실적 바닥 찍고 내년 질주할까 … 외국인 순매수 행진</span></div><div class="hwp_editor_board_content" data-hjs data-js id="hwpEditorBoardContent"> <br>최근 5년간 실적을 살펴보면 2019~2021년 호실적을 기록했지만 이후 하향세다. 2019년 매출 7조6854억원, 영업이익 1조1764억원에서 지난해 매출 6조8048억원, 영업이익 4870억원으로 각각 11.46%, 58.60% 감소했다. 같은 기간 영업이익률도 15.31%에서 7.16%로 반토막 났다. NH투자증권은 올해 매출 6조7930억원, 영업이익 4750억원을 전망했다. LG생활건강은 올해 경영 목표를 매출 한 자릿 수 성장(전년 대비)으로 삼았다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a7"> <img id="img7" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_007_20241118182816613.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="LG생활건강 화장품 홍보관에 전시된 역대 비첩 자생 에센스. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">LG생활건강 화장품 홍보관에 전시된 역대 비첩 자생 에센스. LG생활건강 제공</em></span><br><br>총 주식 수는 1561만8197주로 LG가 지분 34.03%를 갖고 있는 최대주주다. 국민연금공단 9.07%, 자사주 6.14%, 외국인 29%대로 유통 물량은 약 20% 정도다. 최근 수급을 살펴보면 긍정적이다. 외국인은 한 달간 순매수(10월30일 제외)하며 지분율을 27.55%에서 29.16%까지 2%포인트 가까이 늘렸다. 2분기 기준 현금성 자산(단기금융상품 포함) 1조1140억원, 유형자산 2조2750억원이다. 부채비율 32.39%, 자본유보율 6602.62%로 재무건정성이 뛰어나다.<br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a8"> <img id="img8" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_008_20241118182816658.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="유시몰 오리지널 라인(왼쪽부터), 화이트닝 라인, 화이트닝 퍼플코렉터 라인 치약. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">유시몰 오리지널 라인(왼쪽부터), 화이트닝 라인, 화이트닝 퍼플코렉터 라인 치약. LG생활건강 제공</em></span><br><br>정지윤 NH투자증권 연구원은 “올해 부진한 중국 소비 환경에도 불구, 더후 브랜드의 중국 매출이 성장을 이어간 건 긍정적이다”면서도 “중국 본토와 국내 신채널(온라인·헬스앤뷰티)의 성장에도 전통 채널(면세점·방문판매) 축소로 내년도 화장품 매출은 미미하게 늘어날 것 같다”고 분석했다. 이어 “지난달 한국 화장품의 중국향 수출금액이 전년 대비 35% 성장한 것으로 보아 면세보다는 중국 본토 성장에 주력할 것이다”고 판단했다. 다만 내년 1분기 중국 성과를 확인할 필요가 있다고 했다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_long"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a9"> <img id="img9" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_009_20241118182816718.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="CNP 립세린 광고 사진. LG생활건강 제공" style="display: none;" /> </div> </div><em class="img_desc">CNP 립세린 광고 사진. LG생활건강 제공</em></span><br><br>권우정 교보증권 연구원은 “면세 채널보다는 해외 사업 확대로 전략을 선회한 만큼 더후 리브랜딩 및 탈중국 사업 확대의 가시적인 성과가 필요해 보인다”며 “더후 리브랜딩을 포함한 향후 2년간 라인별 대대적인 리브랜딩이 예정되어 있어 당분간 마케팅 비용 지출에 따른 이익 훼손은 불가피할 것 같다”고 분석했다. 다만 “TFS·빌리프·CNP 중심 브랜드 투자를 지속하고 있고 중장기적으로 체질 변화를 위한 시도는 긍정적이다”고 평가했다. 14개 증권사의 평균 목표가는 41만2462원이다. 현 주가 대비 22.03% 상승 여력이 있다. <br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP is_small"> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a10"> <img id="img10" data-src="https://imgnews.pstatic.net/image/015/2024/11/16/0005057941_010_20241118182816757.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="" style="display: none;" /> </div> </div></span></div><blockquote style="position:relative; margin:0; padding:0 0 0 15px; border-left:6px solid #e5e5e5; font-weight:normal"><span style="color:#0000cd;"><strong style="color:inherit">'1500만 개미'와 함께 달리겠습니다. 여러분의 주식 계좌가 빨간불이 되는 그날까지 재미있는 종목 기사 많이 쓰겠습니다. 아래 기자 페이지에서 윤현주 기자 구독과 응원을 눌러 주시면 기사를 매번 빠르게 확인하실 수 있습니다.</strong></span></blockquote>윤현주 기자 hyunju@hankyung.com </article> </div> <div class="byline"> <p class="byline_p"> <span class="byline_s">윤현주 기자 hyunju@hankyung.com</span> </p> </div> <div class="newsct_journalist"> <div class="newsct_journalist_inner"> <h4 class="blind">기자 프로필</h4> <div class="media_journalistcard _JOURNALIST_CARD _MORE_WRAP"> <div id="JOURNALIST_CARD_LIST" class="media_journalistcard_inner"> <div class="media_journalistcard_item _SUBSCRIBE_ELE" data-subscribe-type="JOURNALIST" data-current-subscribe="true"> <div class="media_journalistcard_item_inner"> <div class="media_journalistcard_intro"> <div class="media_journalistcard_summary"> <span class="media_journalistcard_summary_press _LAZY_LOADING_WRAP" data-show-type="block"> <img data-src="https://mimgnews.pstatic.net/image/upload/office_logo/015/2020/09/15/logo_015_6_20200915190950.png" height="24" alt="한국경제" title="" class="media_journalistcard_summary_press_img light_type _LAZY_LOADING 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height="65"> </div> </div> </a> </li> <li class="rl_item _LAZY_LOADING_WRAP" data-loading-error-allowed="true"> <a href="https://contents.premium.naver.com/thebell/stock/contents/250207173654258wt?from=news_arp_global" class="rl_link_end" data-clk="arp.ptextg" data-score="0.8407685428466439" data-recommended-type="GLOBAL"> <div class="rl_content"> <p class="rl_txt"> HS효성, '오픈AI' 샘 올트먼 만난 이유는? </p> <div class="rl_author"> <div class="rl_author_thumb _LAZY_LOADING_ERROR_HIDE"> <img data-src="https://scs-phinf.pstatic.net/MjAyMTA1MTFfMjU1/MDAxNjIwNzE3NzE2NDU3.ybD4MjqNT23dR2rvtcpmg3Jf5smXxuJ-4w2BNidwucQg.0uh5Sd54bl_5EiDapKBnUA15rgV7muQxXrXDhB6bfbUg.JPEG/image%7Cpremium%7Cchannel%7Cstock%7C2021%7C05%7C11%7C1620717716430.jpg?type=nfs200_200" alt="" data-scroll="true" class="_LAZY_LOADING" width="18" height="18"> </div> <div class="rl_author_name">thebellstock</div> </div> </div> <div class="rl_img _LAZY_LOADING_ERROR_HIDE"> <div class="rl_border"> <img 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class="nds_toast_ellipsis_text"><strong>{{toastTitle}}</strong></span> {{toastMessage}}</div> </div> </div> </script> <div id="_TICKER_LAYER_FOR_NOTIFICATION" class="ticker" style="display: none;"></div> <script type="x-tmpl-mustache" class="_TICKER_LAYER_TEMPLATE_FOR_NOTIFICATION"> {{#officeInfos}} <p class="t_inner"><em class="t_point">{{officeName}}</em> 언론사 알림이 설정되었습니다.</p> {{/officeInfos}} </script> <script src="https://static-nnews.pstatic.net/js/min/20250206/library.min.js" crossorigin="anonymous" onerror="neloSender.sendErrorToNelo('스크립트 로딩 에러 : ' + this.src);"></script> <script src="https://static-nnews.pstatic.net/js/min/20250206/read.min.js" crossorigin="anonymous" onerror="neloSender.sendErrorToNelo('스크립트 로딩 에러 : ' + this.src);"></script> <script> window.ntm = window.ntm || []; var ntmOption = {}; if (ntmOption) { var section = {"id":"101","name":"경제"}; var redirectSection = {"id":"101","name":"경제"}; ntmOption["channelId"] = article.officeId; // 기타 또는 주요 섹션 이름 var 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