Sensitive skin saviours: Physiogel launches sensitive skin-friendly facial sheet masks and sunscreen for K-beauty market

Physiogel is a skin care line specially developed for dry and sensitive skin. It is best known for products such as Calming Relief AI Cream.

Recently, South Korean beauty and personal care maker L&G Household and Health (LG H&H) announced that it has launched three new Physiogel products for the South Korean market.

To help people with sensitive skin cope with the changing environmental conditions such as humidity and temperature, the brand developed two facial sheet masks to help manage irritation-prone skin.

The Daily Moisture Therapy Cream Mask helps to hydrate dry skin with Physiogel’s BioMimic technology, which contains lipids that are similar to those that help repair and reinforce the skin’s moisture barrier naturally.

The sheet itself is made from soft premium cotton that closely adheres to the face to reduce irritation.

The Red Soothing AI Relief Mask contains a skin-soothing complex of essential lipids called Palmitamide MEA (PEA) that provides fresh hydration and cooling sensation on the skin. The mask is made out of thin and transparent premium microfiber sheet to ensure comfort.

The Red Soothing AI Sensitive UV Sunscreen is Physiogel’s first sun care product that contains both the BioMimic tech and PEA. The sunscreen is described as light and gentle enough to be used comfortably on a daily basis. It is also non-comedogenic and safe for acne-prone skin.

All three products are currently available on the official Physiogel Korea website as well as beauty and personal care retailer Olive Young.

High derma demand

Physiogel was established in 2000 by German firm Stiefel Laboratories before British pharmaceutical company GlaxoSmithKline (GSK) took over in 2009.

Last year, LG H&H announced that it had acquired the Physiogel business rights for Asia and North America for approximately KRW190bn (USD170m).

The South Korean company said it aimed to diversify its markets by making inroads into Japan, China and the United States, where it believes holds potential for Physiogel, which already has a high standing in Asia.

GSK reported that Physiogel racked up KRW110bn (USD98.2m) in sales globally in 2018, with Asia accounting for over 60%.

The takeover was in line with LG H&H’s plan to strengthen its global position in skin care, especially within the fast-growing derma skin care category.

In January, LG H&H said that it was currently preparing to expand the brand into those three markets.

Derma brands like CeraVe, Curél, Dr Jart+ and Skinceuticals were already gaining popularity before the outbreak and have gained further traction in the wake of the COVID-19 pandemic.

According to market research consultancy Kantar, the leading country for derma beauty is Korea, with 56% penetration.

LG H&H is the owner of one of the most well-known K-beauty derma brands, CNP, which it acquired in 2014. In 2019, CNP went on to exceed KRW100bn (USD89.2m) in sales. Furthermore, the brand has spun off into CNP Rx, a prestige derma brand launched in 2016.