Mediheal brings 2-step K-beauty masking to US market

By Deanna Utroske contact

- Last updated on GMT

Mediheal brings 2-step K-beauty masking to US market
After carefully growing its business in and beyond South Korea, the skin care brand has arrived in the US and is hopeful that consumers here will add masking into their daily beauty routines.

L&P Cosmetic Company launched the Mediheal Beauty Science business in 2009 and it has since grown into a popular skin care brand around the world. Based in Seoul, South Korea, L&P itself got its start in 1969 (and was until 2009 known as Wangsang Chemicals). And according to this month’s press release announcing the Mediheal US launch, L&P “was recently awarded Korea's Presidential Industrial Service Medal for job creation and is consistently noted for its efforts to increase and improve the quality of jobs in South Korea.”

Global expansion

Mediheal products are sold in some 30+ countries; and the brand’s product portfolio isn’t limited to masks alone but to facial skin care more broadly.

Still, the brand calculated its entry into the US market carefully. “As the K-Beauty phenomenon spread globally, many Korean beauty brands rushed to the US market,”​ points out Sunjoo Lee, CEO of Mediheal US, who goes on to explain that, “We waited until we understood the market enough to offer the right products and chose distribution partners who embraced our core value - making the most cutting-edge, effective beauty products accessible to all.”

Masking innovation

Clay masks, sheet masks, patches, and the like have gone through any number of trendy iterations—for the sake of Instagram, for the sake of partnerships with Disney and Marvel Comics, for any number of ventures that had little (or nothing) to do with effective skin care formulations or applications.  

Mediheal is one of the brands positioning itself, not in opposition to this masking craze exactly but as a skin care leader with an expertise in mask materials, production, formulation, and skin care product application.

“Mediheal turned the sheet mask from a promotional novelty item into its own specialized and advanced skincare product, considered an essential part of anyone's daily routine,” ​asserts Kwon Oh-sub, CEO of L&P Cosmetic and founder of Mediheal. “We've shown the industry,” ​he says in the company’s recent press release that, “that sheet masks can become more innovative and can quickly (but effectively) address skin concerns according to an individual's specific needs.”

Building reputation

The brand is now retailing at select Walgreens as well as on the pharmacy chain’s ecommerce site, and of course on MedihealUS.com. By November, the brand expects to be in over 1,000 more Walgreens locations across the States.

And, Mediheal is banking on product quality, craftsmanship, and efficacy so far as that can help build loyal consumers and further retail partnerships. “All of our masks are made from the highest quality ingredients,” ​says Young Sook Lee, the brand’s global head of R&D and production, adding, “What distinguishes us from the rest of the category is our groundbreaking process. We take extra care in making sure our mask packs are made through rigorous, automated processes so that we can pack the essences, ampoules, and masks into one safe and clean package.”

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

Related topics: Market Entry, Skin Care

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