Word of Mouth for Base Makeup Direct Purchase Items
Shinsegae International announced on the 16th that it has signed an exclusive distribution agreement in South Korea with the American makeup brand BareMinerals. This move aims to strengthen its growing imported cosmetics business.
BareMinerals is a makeup brand launched in the United States in 1995. Based on the philosophy of "healthier skin the more you wear it," the brand aims to create makeup products that improve the skin rather than just covering imperfections.
The products have gained popularity among domestic consumers as "direct purchase items" (overseas online direct purchases) due to their reputation for improving skin with continued use. Chemical ingredients that may irritate the skin are minimized, making the products comfortable for all skin types.
Shinsegae International plans to gradually expand the product categories starting with BareMinerals' signature base makeup products such as foundation, powder, and primer, to include various color cosmetics, skincare, and cleansing products.
The flagship product is the "Original Loose Powder Foundation." It was launched with a lightweight feel so comfortable that one could sleep with makeup on. Seven mineral ingredients help prevent skin dryness, and the product is resistant to sebum and humidity, ensuring long-lasting makeup. The powder formula melts softly like a cream upon application, adhering thinly as a powder-type foundation.
The "Original Pure Serum Radiant Natural Liquid Foundation" contains skincare ingredients. It supplies moisture and nutrients to the skin surface, keeping makeup moist and flawless all day long. The brand also offers the "Prime Time Primer," which helps makeup last longer. These products are available from this month on Shinsegae International’s own digital platform SI Village and Olive Young’s online mall.
Shinsegae International expects that securing the BareMinerals brand will further boost sales in the makeup category. In fact, the sales of the American luxury makeup brand "Hourglass," imported by Shinsegae International, increased by 23.6% year-on-year this year. The French luxury makeup brands "Laura Mercier" and "Dolce&Gabbana Beauty," launched last year, are also showing strong growth.
A Shinsegae International cosmetics official stated, "We plan to continue strengthening our cosmetics business by continuously introducing promising global brands to the domestic market."
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