Niche spotlight: Mixsoon, Evereden, Krave Beauty and more in our small brand update

By Amanda Lim

- Last updated on GMT

Beauty brands making waves in the industry, featuring Mixsoon, Evereden, Krave Beauty and more. [MIXSOON]
Beauty brands making waves in the industry, featuring Mixsoon, Evereden, Krave Beauty and more. [MIXSOON]

Related tags niche brands Indie beauty brands

We round up our most-read stories on the tiny but mighty beauty brands making waves in the industry, featuring Mixsoon, Evereden, Krave Beauty and more.

K-beauty brand Mixsoon inks deal with Costco to expand US footprint

Mixsoon will launch in around 200 Costco stores in the latter half of the year as it moves to expand its presence in the US.

In addition, the firm is also in talks to launch with Costco in Canada, allowing it to expand its footprint across North America.

The brand is already available online on Amazon, where it is ranked as one of the top selling serums.

The US is currently the brand’s biggest market, followed by Europe.

Evereden eyes Middle East expansion amid increasing demand for premium family skin care

Evereden is doubling down on expansion to new markets including the Middle East, continuous science-backed product development, and furthering its appeal to Gen Alpha in its next phase of growth.

Previously only available on Sephora’s online platform, Evereden officially launched in stores across Singapore, Malaysia, Thailand, and the Philippines this April.

Since its debut in 2019, the brand has expanded to markets in the US, Canada, China, Australia, New Zealand, France, and the UK.

KraveBeauty aims to undo damage of excessive skin care through conscious product development

KraveBeauty seeks to address the needs of the increasing number of sensitive skin sufferers caused by the boom of active ingredients and trend-led products.

The brand, targeting people who have “overdone skin care”, has partnered with Sephora to break into Singapore, Malaysia and Thailand markets in April.

KraveBeauty is founded and led by top beauty influencer Liah Yoo, who has more than 1m subscribers for her YouTube channel.    

Urban Jungle seeks to capture SEA with reasonable price tags

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.

Esmi Skin Minerals aims to tap into skin barrier-strengthening needs in SEA

Australian beauty brand Esmi Skin Minerals has launched with Sephora in South East Asia, where it hopes to find a significant market for its barrier protection and microbiome-friendly products.

This launch with Sephora SEA marks the firm’s debut in the South East Asian region.

The brand was conceived by founder Evette Hess, who prior to launching the brand was a beauty therapist with two decades of experience.

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