2024.07.18
Cumulative Sales of 5 Million Units! Unveiling the "Actress Mist" from the Korean Skincare Brand "groundplan"
In Korea, often dubbed a beauty powerhouse, there is a beauty mist that has sold over 5 million units.
Spread by word-of-mouth and beloved by celebrities, it's known in Korea as the "Actress Mist"—the beauty mist from groundplan.
This July, groundplan made its debut in Japan. We talked to Jingyi Chen, a director at Caetus Technology, who is overseeing its expansion in Japan, to understand why this brand has garnered such support in Korea.
PROFILE
Jingyi Chen
Caetus Technology Director
"groundplan": Solving Skin Troubles with Daily Care
Can you tell us about the origin of the brand?
The founder, Yun Kyung Kim (hereafter referred to as Kim), originally ran an apparel business, but due to her busy schedule, she often experienced health issues and skin problems. Upon becoming pregnant, she sought out safe cosmetics she could use and began development after consulting with researchers.During the development process, she gave birth, and since her child also had sensitive skin, she aimed to make the product even safer for both herself and her child. This resulted in the birth of the beauty mist in 2014 after numerous improvements.
Despite being known as a beauty powerhouse, did Korea lack such cosmetics?
Many people in Korea preferred going to dermatologists rather than improving their skin with cosmetics. Ten years ago, there were not many high-functionality products that could be used safely. However, in recent years, there has been a growing demand in Korea for products that can address skin issues through daily care. Many companies have entered this market, and natural and single-ingredient cosmetics have become popular. The idea of solely relying on dermatologists is changing.What do Koreans look for in a lotion?
Lotions that solve skin problems remain a trend in Korea. There are two main trends: products focused on functionality and those that aim to enhance the skin. groundplan falls into the latter category, using plant-based and natural ingredients to improve the skin's inherent functions.The concept of "a new plan starting from the earth" is core to their philosophy. They aim to create products that enhance the skin’s health from within, bringing out its natural beauty.
Key Ingredient of the Actress Mist: Hamamelis Water
What kind of product is the beauty mist known as "Actress Mist"?
Firstly, look at the ingredients of cosmetics. They are listed from the highest concentration to the lowest. Most lotions are primarily made of water (purified water). By enhancing the quality of the main ingredient—water—groundplan believes the functionality of the lotion can be improved.While this is a risk in terms of cost, the beauty mist aims to deliver beneficial effects to the skin by not using purified water at all but instead using hamamelis water as the primary ingredient.
What exactly is hamamelis water?
Hamamelis is another name for witch hazel, and hamamelis water is an extract from its leaves. Native North Americans originally used it for cuts and rashes, and it has moisturizing and anti-inflammatory properties. groundplan carefully selects hamamelis water from contracted farms to ensure high quality, using only those that meet stringent standards.
Additionally, the mist includes centella asiatica extract, fennel fruit extract, and other ingredients that provide various beauty benefits beyond what hamamelis water alone can offer.
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