Chewable cosmetics: Amorepacific jumps on edible beauty trend with new supplement brand

Byung Yi Hwang, sales and operation vice-executive of CUBEME, believes there is rising interest in beauty supplements among millennial consumers.

“I think millennials are starting to pay attention to supplements for the sake of health. Previously, supplements were more commonly associated with seniors. Now people are taking supplements at a younger age because of a few factors,” ​he said.

These include external factors such as pollution, urban lifestyle stress as well as poor fitness and eating habits. Additionally, Hwang believes that the beauty consumers are shifting away from the desire to get instantaneous results in terms of skin care.

All these are driving consumers to seek out beauty supplements, said Hwang.

“I have seen some evidence to prove this market is getting bigger. For instance, the space of nutricosmetics is getting bigger… and there are a variety of brands and products on the market now. Furthermore, despite CUBEME’s short period of time in the market, many people are paying attention to it. These are clues that the segment will explode sooner or later.”​

According to Hwang, the demand is also reflected in the sales of CUBEME products.

“When we pre-launched in one of the mobile markets, Kakaomakers, we sold out. Since then we have been expanding our channels and consumer touchpoints frequently, this includes domestic drugstores, bigger online marketplaces, influencer marketing and department stores.”​

Potential to expand

CUBEME launched last October with chewable skin care supplements that contain ingredients such as hyaluronic acid and fish collagen.

It has since expanded the scope of the brand by launching “body care”​ supplements which focus on weight loss.

The brand is one of three functional health food brands of Amorepacific, which include Vitalbeautie and O’Sulloc.

“Although a majority of people recognize Amorepacific as a skin care and make-up company, we are also doing something new in the health food segment to create new potential​,” said Hawng.

The brand leverages on Amorepacific’s resources to research and developing new products.

Hwang said: “Amorepacific has a sub-firm called Aestura which researches functional health food. We have more than 50 researchers that are studying new ingredients and develop new products.”​

Currently, CUBEME is only available in Korea, but the firm is already looking to distribute its products overseas, add Hwang.

“At the moment, we are in touch with some global agents in markets like Taiwan, Vietnam, China, Hong Kong. Those markets are not just geographically close but where K-beauty is active,”​ he said.

Eventually, the firm hopes to expand its presence into the US, UK and other European countries.

The next phase of product development will focus on its Healthycare line which will consists of health supplements for eyes, liver, digestive system and more. This range targets slightly older consumer up to 39 years of age.

According to Hwang, the new range will be released sometime between 2020 and 2021.

Our sister title NutraIngredients-Asia recently featured the brand in its latest edition of its Nutrition Asia vide series. Watch here.​