Athome, a home appliance company, enters the beauty market with 'Dear Lauren'
Technical alliance with bio company Billico
June Aesthetic brand 'Tom' launched
[Apparel News Reporter Lee Jong-seok] Home live solution company Athome (CEO Yang Jeong-ho) has entered the beauty market.
Last January, it signed a partnership with bio company Billico (CEO Lee Sang-hoon) to launch the moisturizer brand 'Dearloren'. Billico is in charge of technology R&D, and Athome is in charge of distribution and marketing. In June, it will also launch its own home aesthetic brand, 'THOME'. The two brands' sales target this year is 10 billion won.
Athome, which was founded in 2018 by CEO Yang Jung-ho, recorded sales of 6.2 billion won in the first year and then grew rapidly to 45.5 billion won last year. Starting with the matrix brand 'Jarmons', the company is developing a total of 10 brands, including mini home appliances 'Minix', food processor 'Wellsing', and cooking appliances 'Kitchen'. It has been mainly sold in the original equipment manufacturing (OEM) method, but since this year, it has been concentrating on internalizing the technology.
The beauty business started last year with the establishment of the cosmetics business headquarters. The Cosmetics Division is led by Team Leader Kang Da-in, who worked for Classys, an esthetic company.
'Dear Lauren' targets children under the age of six. It consists of intensive cream, lotion, bath & shampoo. 성인용품 Kang said, "The key is to maximize the absorption of ingredients such as the fat-soluble vitamin 'Tocopherol' and the psoriasis treatment 'Aquatide' with a technology called 'Smart Nano Vehicle (SNV)'." Aquatide is a new anti-aging material peptide that strengthens the skin barrier, has anti-inflammatory and antioxidant effects, and increases skin moisturizing power. SNV is a technology based on targeted anti-cancer treatment, which wraps core ingredients such as aquatide and tocopherol in a total of three layers of protective film. Through this, the absorption rate can be greatly increased get more info compared to other cosmetics, according to Athome.
Team leader Kang said, “In the fall, we also organize a purple line of moisturizers targeting adults. For the Purple line, we plan to use bloodroot extract supplied from cosmetics raw material company Opt Bio," he said. "We will be the first company in Korea to commercialize bloodroot extract."
According to Dr. Joo-Won Noh's team at the Korea Institute of Science and Technology (KIST), bloodroot extract heals faster than centella asiatica, a raw material for wound healing agents. Research results have been published showing multifunctional effects such as skin regeneration, anti-aging, and anti-inflammation.
Manager Kang said, “Sales have been on the rise since the end of March. Word of mouth began to spread to young parents with children through SNS,” he said. “The distribution channel focuses on its own mall. Since this is our first beauty business, we are securing customer data first.”
The second brand, 'Tom', targets early anti-aging consumers between the ages of 25 and 39. The products are composed of a total of five items, from cosmetics to devices. It is an exfoliating treatment product that is used once a week. Advocating gender neutral, it can be used regardless of gender. Team leader Kang said, “We plan to target professional workers and highly involved consumers who want to take care of their skin with a personalized brand for the expert area, but do not have time.” Blood root extract is the key ingredient, and distribution focuses on the company like Dearren,” he explained.
Marketing is also active. Discord, a game chatting platform, provides consulting services, and cosmetics experts communicate with customers in real time.
Team Manager Kang said, “To practice eco-friendliness, future products will be refillable and all materials such as packaging will be made recyclable. The American corporation Tom USA is also about to be established, so we plan to target the North American market as well.”