Lifestyle IP Wiggle Wiggle's newly introduced beauty brand Wiggly has sold out its initial inventory following its official launch. Wiggly announced on the 26th that immediately after officially launching the brand on the 23rd, all prepared units of its core lineup product, the CLEAN+ 5 in 1 Multi Cleansing Device, were sold out.
The company believes that its "Playful" beauty concept, which combines the brand’s signature colorful and kitschy design with skincare functions, aligned with demand from consumers who prefer sophisticated home-care routines. It analyzed that the fact that cleansing, massage, and exfoliation functions are integrated into a single device influenced consumer choice. The company added that the device showed strong sales momentum immediately after its release.
Wiggly has adopted a "multi all-in-one" system that can be used from face to body. It introduced a "multi-head system" with interchangeable heads depending on skin type and care area, enabling users to perform facial cleansing and body care with a single device. It also applied a low-irritation design suitable for daily use to improve accessibility to home-care.
The skincare lineup launched together with the device was also sold alongside it. The Turmeric Gentle Glow and Matcha Deep Pore lines were each composed of a capsule cleansing oil and a foam cleanser to strengthen the basic cleansing step, and a purple and blue Dual Cleansing Brush was released as well. The company explained that the set configurations combining the device with cleansing products helped broaden consumer choice.
A Wiggly representative said, "Immediately after the launch on the 23rd, orders came in faster than expected, and all prepared units of the device sold out," adding, "We plan to continue expanding our lineup of innovative beauty-care products going forward."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
