e’quipe to strengthen global business with launch of active wellness beauty brand

By Amanda Lim

- Last updated on GMT

Cosmetic firm e’quipe Ltd. has announced the launch of athletia. ©GettyImages
Cosmetic firm e’quipe Ltd. has announced the launch of athletia. ©GettyImages

Related tags kao corp Japan

Cosmetic firm e’quipe Ltd. has announced the launch of athletia, a skin care and lifestyle brand that taps into the rising active beauty and wellness trends in the market.

athletia joins RMK and SUQQU as the third cosmetics brand from e’quipe, which is a subsidiary under Japanese cosmetics firm Kao Corporation.

The brand was launched to tap into the rising trend for wellness-focused beauty in the region.

“People are living longer, and more people wish to stay healthy and maintain beauty both physically and mentally. It has become more ordinary to see people exercising regularly, whether it be yoga or working out, amid their busy lifestyles,” ​said the company.

The brand will officially launch in February next year via its official website and at two department stores in Japan.

The company has scheduled two more department store launches in the same month before unveiling the athletia flagship store located in Omotesando.

The firm also has plans to launch the athletia Studio in the flagship, an event space which will host workshops, seminars and yoga classes to provide an experience-driven retail experience.

The company is confident this brand will resonate with consumers in its home market and abroad. It already has plans in place to expand into the international market in 2021 in hopes it can grow into a global brand.

Responsible beauty

athletia will kick off its launch with 10 skin care and lifestyle products spanning three different product ranges: tune & charge, active & go, breathe & sleep.

Aside from skin care products like serum and sun screen, the brand will also be releasing aromatherapy type products like room mists.

“athletia aims to control the balance between the active, dynamic states and tranquil states for relaxation and calmness,”​ said the company.

The brand’s skin care products will contain Bioenergetic Complex, the brand naturally-derived hero ingredient derived from from perilla ocymoides leaves and angelica keiskei.

The firm claims that the active was designed to penetrate the stratum corneum deeply and “support the skin’s basic capabilities”.

With increased focus on companies to be more eco-responsible, athletia has committed to the ‘clean beauty approach’ of manufacturing.

This includes using ingredients from recycling-oriented farms that do not use agricultural chemicals or chemical fertiliser and ensuring the traceability and transparency of its ingredients.

Each athletia product also adheres to the ISO 16128 standard by listing out its natural origin index.

Additionally, the brand incorporates environmentally-friendly elements into its packaging and printed materials.

Its glass bottles contain more than 90% of recycled glass and the brand works to reduce CO2 emissions such as by using bio-polyethylene made of sugar cane-derived ingredients to replace conventional plastics.

“The increased focus on environmental issues including global warming and marine pollution has prompted more consideration towards the global environment. This has created changes in manufacturing and consumption trends.”

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