First of all, this is not a product review or comparison. It is more of a presentation – three interesting products from different brands, taken from the same product category. In this case: face cleansing. All three brands are from Korea.
So, let’s dive right in! What we have here is a solid cleanser based on coconut oil and glycerin (Miracle Rose Cleansing Stick), a creamy white foam based on sea water and sea salt granules (Sea Salt Perfect Cleanser 40%) and a cleansing oil whose key ingredient, besides deep sea water, is Epidermal Growth Factor cell activator (Pure Propolis Washable Cleansing Oil).
The three brands are equally different: Su:m37 is from the luxury sector, Innisfree is a mass market brand with a very wide distribution and LaCell is firmly rooted in the niche/online retail channel.
Greetings from Seoul where I’m winding up my spring trip to Asia! I spent the last two weeks in Tokyo: enjoying the city, exploring different neighbourhoods and doing some article research (I am writing a retail profile on Japanese store chain Cosmekitchen for CBM Magazine). I also visited most of the major art and design museums and galleries in the greater Tokyo area. Unlike last year’s visit, my first 2015 trip to Tokyo was culture-oriented rather than retail-focused.
In Seoul, however, I am making up for this: my visit here is all about brands, cosmetics and retail! Although this is my first trip to Korea I already know a good bit about the Korean beauty market and I’m familiar with many of the big retail brands. Korean cosmetics are popular across Asia and brands like Holika Holika, Tony Moly, Innisfree, Nature Republic, Skin Food, Etude House and Missha have a significant presence in East Asia and most of the South East Asian countries. Several of these brands also have retail boutiques in the US, by the way. And with the Korean hallyu blazing its triumphant path across the world, K-Beauty is only going to grow in importance.