Expanding into new categories has been a major focus for the company, it has even developed a solid shampoo bar for pets.
Speaking to CosmeticsDesign-Asia, founder Phoebe Song said there were still many white spaces for beauty and personal care products for sensitive skin.
Moving forward, the company will focus product development on hair and scalp care.
“We’re going from skin to hair to scalp. Our first hair care product was a test, and it has been a huge hit. Now people want more hair care – it’s the skinification of scalp care,” said Song.
“There are a lot of people who are concerned about hair loss, and they use drug-heavy type products, which isn’t good for people with sensitive skin. Overall, I find a lot of hair care products very perfumed so there’s a big demand for sensitive scalps that we have not met.”
Snow Fox is an Australian-Taiwan sustainable skin care brand that caters to beauty consumers with sensitive skin. The brand uses Australian botanicals such as Australian snow flower, Kakadu plum, and emu apple.
It offers a range of products, including 100%, biodegradable, organic cotton sheet masks. It recently expanded into hair care, developing two-in-one shampoo and conditioner solid shampoo bars.
The company’s point of difference is that it aims to create high-performing products for sensitive skin that are also earth-friendly, such as its sheet masks.
“Our sheet masks use about 35% less plastic than your average sheet masks. We use 100%, biodegradable, organic cotton sheets. We use Italian organic cotton shipped to Taiwan and cut it in-house. We also don't use bleach, so the production is a lot less harmful. Once you're finished with the sheer masks you can just throw it in the compost,” said Song.
According to the brand, it has sold over three million sheet masks.
Song suffers from rosacea, a chronic condition that causes visible redness and skin irritation, primarily on the face.
While the company aims to uphold an ‘earth first’ policy, Song said efficacy for sensitive skin cannot be compromised for the sake of greener products.
“It’s very different to be a green brand versus a conventional skin care brand for sensitive skin. I’m not going to lie; my first priority is going to be results. It needs to perform for people like me because we don’t have a choice,” said Song.
In addition to expanding its product lineup, the company is also looking to expand its market presence.
In addition to its home market, the brand is available in markets such as Hong Kong, Japan, Taiwan, and the US. It operates through respective official websites as well as retailers.
It is currently working to expand in South East Asia, including markets like Singapore, through a distribution partner.