With stores in New York and California, the US beauty brand ramps up its Korean-influenced cosmetics portfolio by introducing its latest skin care range.
What’s new in skin care?
In development for the past two years, Peach & Lily made the announcement on its website on 22nd May.
The beauty brand proceeded to explain to its K-beauty following via its blog that following its successful arrival on the US cosmetics scene in 2012, Peach & Lily wanted to launch its latest offering in the same way: “without fanfare, without media attention, and without a big launch party.”
By bridging the gap between Asian and US beauty trends, Peach & Lily sought to bring the K-beauty phenomenon across continents to US consumers looking for innovative ingredients, unique formulations and authentic band engagement strategies.
Sensitive and kind-to-the-skin application
Peach & Lily’s founder Alicia Yoon was inspired by her sister, who when pregnant, wanted to know how best to prevent pregnancy-induced melasma and care for skin following reactions to hormonal changes.
Yoon spotted her sister asking for products that were safe and sensitive to smell that was not "rancid or overwhelming" nor thick, arduous scrubs that mirrored "something heavy like oatmeal or slick like silicones".
Total clinical results, safe ingredients and proven formulations were top of the agenda. Soon, Peach & Lily was exploring and consulting with Korean labs to see if there were any “brands that were safe for pregnant women, would produce clinical-strength results, and would also be a joy to use”.
Peach & Lily went onto say that after researching why such a product range had not hit the physical shelves or e-commerce baskets, the feedback was that due to the often unpleasant smell and inclusion of PEGs, polysorbates, phthalates, MEA/DEA/TEA/EDTAs in clinical-strength formulas, such a range did not exist.
"Moreover, clinical-strength can often be too aggressive and so the results might come at the cost of temporarily flaky skin, which could actually worsen pregnancy-induced melasma," Yoon added.
It, therefore, seemed unsurprising that brands were staying away from sensitive skin care aimed at pregnant women.
Is a new way of skin care possible?
Failing to support the theory that “not clean” products are necessarily linked to being unsafe, along with the personal choice to not restrict purchases to only those that are organic or EWG verified products, Peach & Lily sought to craft a range that achieved “results without tradeoffs”.
Peach & Lily spoke with cosmetics chemists about the possibility of creating a profitable skin care line of this kind, who responded: “Isn't that the gold standard that every product starts off with? But then compromises are made because the results don't happen, or the textures feel heavy, or it smells bad." Despite the perceived challenges, Peach & Lily continued their efforts to make it a reality.
Their aim was to avoid compromise, to “have it all, results-first, clean, delightful, clinically proven [and] safe", through scientific methods and modern advancements.
How does it work?
Peach & Lily has formulated its Glass Skin Refining Serum, ideal for achievinghealthy skin that's "well balanced, well hydrated, well nourished, and filled with active ingredients". The lightweight, refreshing, fast-absorbing clear gel that states it has a soothing, hydrating and plumping effect contains essential vitamins, minerals and fatty acids, thanks to peach extract and East Asian mountain yam extract.
One application is expected to lead to “a noticeable inner beam from the deep hydration as skin thirst is quenched thanks to a considered complex of short, medium and long-chain hyaluronic acid molecules”.
Using the Glass Skin Refining Serum for one day resulted in some testers spotting lowered redness, reduced puffiness, decreased inflammation and fewer breakouts, Yoon went on to say.