South Korea cosmetic brand in Malaysia

I have wrote about South Korea cosmetic brand previously like LG and Etude. However, we have difficulties buying those brand in Malaysia.

Few days ago, The Star's Clove recommended a few South Korea brand available in Malaysia. I excerpt the following for your information:


The first is lanti, a name coined by its founder, one Mr Moon, literally means ‘I anti’ – a sign of Moon’s opposition towards the high costs of packaging, advertising, celebrity ambassadors and long distribution chains. Instead, Moon envisioned a line of high quality yet reasonably priced cosmetics that were so affordable, they would appeal to the mass market.

Chew Soo Ngee, managing director of HiQfactor, which distributes Ianti in Malaysia, says: “Being new in the market is our greatest hurdle but given the extensive research and development done on our products, we are definitely on par with other cosmetic brands. Our concept is simple: make Ianti affordable and available so that customers will give it a try. The product itself will convince them.”

Ianti feeds on the growing hunger for trendy and fashionable cosmetics containing nature-based ingredients with its pearl powder-based skincare while Skin Food is fast gaining popularity with its food-based ingredients. And itÂ’s the filtered water in a hand cream produced by Ianti that supposedly restores skinÂ’s moisture and firmness. The water-based cream dissolves into the skin, magically bringing forth droplets of moisture.

Rather than competing and losing to a barrage of brands in a pharmacy or shopping complex, these Korean brands choose to invest in proper shoplots – Ianti in Berjaya Times Square, Kuala Lumpur

Chew points out: “In chemist shops or mixed retail shops, customers may not get the proper consultation for their customer and skincare needs. They would have to rely on their own instincts and, to an extent, guess which products are suitable for their needs.” To prevent the guessing game, Ianti has beauty consultants to guide and provide customers with information and advice.

Any lack of faith in Korean products, once measured against their neighbour’s image for superior products, seems to have dissipated. Chew points out: “Look at the number of Korean products available in the market now. It is obvious that the confidence in Korean products is growing. Repeat business is the greatest measure towards consumer confidence.”

Skin Food, another Korean brand, plays by the same rule: affordable and accessible. Its CEO in Malaysia Michael Mehta says: “We don’t mind being labelled as look-alikes of expensive brands as we’re priced within everyone’s budget.”

Although Korean cosmetics come at a fraction of the cost of American or French brands, their quality is far from compromised. Mehta reveals: “Today’s youngsters are so well informed a product that is not good will not stand up to the competition. Where it comes from is irrelevant. An American product could still be made in China.”

Skin Food is fast gaining popularity with its food-based ingredients. Mehta says: “Food is easy to relate to. Oranges conjure images of vitamin C and watermelon makes you think juicy and moisturising. And a lot of these ingredients actually go into the product.”

While Mehta admits that food ingredients aren’t a new phenomenon, Skin Food packages them into more acceptable forms, “so you don’t have to go around chopping up fruits to enjoy their benefits on your face”. The brand targets the 15 to 33-year-olds, a market that can’t afford expensive skincare but want quality products. “Today’s cosmetics sell a lot of fun. Our customers are not into serious hardcore skincare. They’re looking to prevent rather than cure,” says Mehta. As Korean cosmetics offer value-for-money prices, customers can change their looks continuously to keep up with trends without blowing their budget.

Skin Food also choose to invest in proper shoplots in 1-Utama and Sunway Pyramid, Petaling Jaya.

The sales personnel at Skin Food are just as helpful yet trained to keep their distance from customers who don't want assistance.

Without any celebrity spokeperson like Song Hae-Gyo (宋慧乔) of Etude. It is yet to be see whether penetrate the above South Korea brand able to penetrade Malaysia market?

Another Malaysia brand Elianto also leverage on low cost OEM manufacturing base in South Korea. Elianto claim themselve to be one of the fastest growing Malaysian brand manufacturer in South Korea. I also received email from reader of this blog stated that they like the low cost and their design, they also enquired where they can buy it in East Malaysia.

Tag: Cosmetic : Beauty :Malaysia: Health & wellness Skincare