Face the city: Yuhan-Kimberly eyes Asian markets with new anti-pollution cosmetic range

By Guan Yu Lim contact

- Last updated on GMT

The Red to Rad range consist of a mist, cleansing foam, oil, essence and cream ©Yuhan-Kimberly
The Red to Rad range consist of a mist, cleansing foam, oil, essence and cream ©Yuhan-Kimberly

Related tags: South korea, Yuhan-Kimberly, Anti-pollution skin care, China, Vietnam, Thailand

South Korean firm Yuhan-Kimberly is seeking to expand its anti-fine dust cosmetic range Red to Rad in key Asian markets including China, Vietnam and Thailand.

The range was first launched in April this year in its home market, and was the firm’s first foray into adult cosmetics. Before this, Yuhan-Kimberly is mostly known for its diapers, toilet paper, sanitary pads, and a skincare line (Green Finger) for infants and children.

According to Kwang-tae Lee, brand manager for Red to Rad at Yuhan-Kimberly, the company decided to enter the anti-pollution cosmetic space due to the increasing fine dust pollution in the country and growing consumer awareness in functional skincare products.

In South Korea, there is an increasing number of products claiming to solve skin problems associated with anti-pollution. More than 40% of people are willing to buy anti-pollution cosmetics​,” he told CosmeticsDesign-Asia​.

Now, the company is planning to target China, Vietnam and Thailand which Lee explained had a growing and strong appetite for K-beauty and cosmetic products.

Anti-dust trend

According to Mintel’s Hwa Jun Lee, senior beauty and personal care analyst, anti-pollution products especially with dust-cleansing claims were touted to be the next trend in South Korea, alongside vegan products and fragrance bodycare.

Air pollutants such as dust and smoke can lead to premature ageing, pigment spot formation, skin rashes, eczema and worsen existing conditions for people with sensitive skin.

Mintel said cleanser launches in South Korea with ‘anti-dust’ claims had quadrupled between 2015 and 2018.

Brands should offer strong-performance, hypoallergenic, dust-cleansing products to support consumers affected by air pollution​,” Hwa Jun Lee said.

He pointed out air pollution does not only affect the skincare category alone: “When a fine dust cloud hits South Korea, sales of consumer goods such as air purifiers, clothes dryers, dust masks, cleaners and sanitary goods tend to increase rapidly, indicating an opportunity for skincare players to consider cross-category opportunities​.”

Red to Rad

Yuhan-Kimberly’s Red to Rad range consist of a mist, cleansing foam, oil, essence and cream. Behind the name, the company said it hopes to convert red irritated skin (Red) to bright skin (Rad).

The main functional ingredient in the range is King’s Herb (stellar chamaejasme​). According to Kwang-tae Lee, it is a traditional medicinal plant used to heal wounds.

King’s Herb has also been studied for its therapeutic effects​ including as a remedy for stubborn skin ulcers with its antiviral, antitumour, antibacterial, and immunomodulatory activities.

Lee explained that King’s Herb is often used as an ingredient for skin improvement effects, and in its Red to Rad products, it works by strengthening the skin barrier.

Its mist product has been tested to reduce the absorption of fine dust by 25%.

The company is targeting females between 25 to 34. For now, the products are available in drug stores and e-commerce in South Korea.

The company had also recently launched two new products under its Green Finger line for children, a sun cushion and sun stick to prepare for the summer season.

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