Sea therapy: K-beauty brand TARA debuts in Singapore, eyes Thailand and Vietnam next

TARA is a marine-inspired, clean beauty skin care brand that claims to offer a high-performance, results-driven skin care spa experience right in the comfort of home.

The South Korean brand was founded by Jin Lee, who previously struggled with sensitive skin before she started to experience using marine ingredients such as algae complex and marine collagen.

“Sea therapy is a holistic approach that harnesses the healing properties of the ocean by incorporating ingredients such as marine collagen and pure and unpolluted deep seawater. Just as being by the ocean can bring a sense of tranquillity, healthy skin can also bring us confidence and put us in a better mood,” ​said Lee.

Lee launched TARA in 2019 offering products with ingredients such as marine collagen, algae-8 complexes, magnesium-rich seawater, as well as spirulina and Centella Asiatica.

“TARA's products are backed by a top research team that specialises in natural healing treatments that have proved effective in brightening and reducing wrinkles and the natural ingredients we use in our formulations are excellent at supporting natural cell regeneration,” ​Lee explained.

For instance, its seaweed active contains potent levels of antioxidants that are mild on the skin. Additionally, due to the similarities to human skin cell structure, it makes it ideal even for sensitive skin, said Lee.

Aside from being clean, the company also ensures its ingredients are sourced sustainably and safe for the environment for consumers who are seeking ethical and sustainable skin care options.

“We only use ingredients that are clean and sustainable, helping bring our users a step closer to achieving their long-term skin care goals in a sustainable way,” ​said Lee.

International expansion

Since its launch, the brand has expanded internationally and is now available in eight countries including the US and Hong Kong.

Recently, the brand made its debut in the SEA region with a launch on the e-commerce beauty platform, Asian Beauty X (ABX).

"The addition of TARA to our curated range of indie beauty brands furthers our commitment to providing our customers with products and experiences that are personal and customer-centric. Having personally tried and tested TARA's unique offerings, I thoroughly believe in TARA's ability to deliver uncompromising quality and efficacy,”​ said Hong Lyeon, founder of ABX.

At the moment, ABX will carry TARA’s Sea Therapy Collection, which includes the Algae Ampoule Sea Therapy Mask, Aqua Peptide Antioxidant Ampoule and BHA Overnight Velvet Peel.

Moving forward, the companies will work together to introduce more SKUs onto the platform.

According to the company, its products are suitable for all skin types, making it ideal for a region as diverse as SEA.

“Rather than targeting a specific skin concern, TARA's products are about nourishing and supporting your skin's natural healing abilities and restoring your skin health. Healthy skin tends to have fewer skin problems and by targeting the root causes, you can actually solve many skin issues and more."​

Furthermore, the company believes the SEA region holds promising opportunities for the brand as consumers in the region have become more selective about consumerism and its impact on the environment.

"Consumers in South East Asia are becoming more aware and discerning and are beginning to choose products that not just work for them but are also environmentally conscious. This aligns well with our brand concept of seeking harmony with nature,”​ said Lee.

She told CosmeticsDesign-Asia​ that the company is planning for a wider expansion into SEA moving forward.

“Singapore is the first stop in SEA where we officially launched TARA. We are always looking for new opportunities to further expand our reach around the world. We are currently finalising the FDA registration in Thailand and will also make small inroads into the market of Vietnam soon.”​

Project pipeline

Aside from market expansion, the brand also has other projects in the pipeline, including the development of plans to launch its own spa.

“We have a couple of exciting activities and product launches in our pipeline, including opening our very own spas around the world where visitors can experience our premium antioxidant sea therapy treatment, but this is still early in development.”​

The company is also working to explore new product categories and has new products in the pipeline that fans of the brand can look forward to.

“We are also developing a line of body creams and as we are very particular about the quality of our products, we do thorough research and testing before releasing any products to ensure their effectiveness.”​