‘Affordability is key to inclusivity’: Urban Jungle seeks to capture SEA with reasonable price tags

By Amanda Lim

- Last updated on GMT

Urban Jungle aims to cut through the saturated SEA beauty market with its affordable K-inspired products. [Urban Jungle]
Urban Jungle aims to cut through the saturated SEA beauty market with its affordable K-inspired products. [Urban Jungle]

Related tags Skin care Body care Korean cosmetics Australia Gen Z

Australian-based beauty brand Urban Jungle aims to cut through the saturated South East Asian beauty market with its affordable K-inspired products.

The brand recently expanded into SEA through retail partner Sephora, launching simultaneously into Malaysia, Singapore, Thailand and the Philippines.

“It’s been a very exciting period of international growth for the brand. We are focused on driving growth in these markets across SEA, connecting to new audiences and introducing them to Urban Jungle,”​ said Katherine Bennetts, general manager of Damn Good Beauty, the company that owns Urban Jungle.

In a market saturated with beauty brands, Urban Jungle aims cuts through the noise with its ease-of-use and affordability.

“Our mission is to bring simple yet effective skin care products to our customers at an affordable price point,”​ said Bennetts.

“Affordability is a key factor to inclusivity for us. With the cost-of-living crisis making headlines around the world for the past few years, we are focused on delivering effective Korean formulations at an affordable price-point so that our customers don’t have to break the bank for skin care products that deliver real results.”

Created for all

Urban Jungle launched three years ago with the aim of bringing an affordable, effective line-up of Korean beauty products that “celebrate the needs of all skin types”.

The brand targets the growing Generation Z beauty consumer base, which seek out authenticity, diversity, and inclusivity, values that reflect the brand’s ethos.

“Urban Jungle represents a generation. Created predominantly for Generation Z, we are working to transform the beauty space into a place everyone feels seen, safe and heard,” ​said Bennetts.

Founded to help people embrace their flaws and tackle life with confidence, Urban Jungle champions individuality and lifts-up self-acceptance with an affordable, effective line-up of Korean skin and body products that are designed to not only meet but celebrate the needs of all skin types”

In the next 12 months, the firm’s goal is to expand its product range as it grows it presence in SEA through Sephora.

“Our primary goal is to foster a strong community with our customers in these regions to build brand advocacy, trust, and loyalty, ensuring sustainable growth and success in the new markets,”​ said Bennetts.

In addition, the brand is slated to introduce new products to its lineup.

“We are focused on delivering products that have your entire skin and body routine covered, so watch out for more products coming soon,”​ said Bennetts.

She elaborated that the firm stays close to its consumers to understand their skin “goals” to ensure it brings out delivering inclusive products for different skin types and concerns.

“We also look at macro and micro trends in skin concerns such as sensitivity which you will see reflected in our existing products as well as in new launches coming soon. Our team is very hands on throughout the entire product development process, trying and testing every new sample to ensure we’re delivering products our audience will love.”

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