K-beauty first
Korean beauty brand, Vitabrid C12, is introducing its vitamin C-led skin and hair care products to the US market by pairing up with its exclusive retailer, Barneys New York stores and Barneys.com.
Making the announcement on 9th August 2017, Vitabrid C12’s strategic move to the US marketplace represents the first Korean beauty brand to be launched exclusively in the luxury seller.
The hair and skin care brand, Vitabrid C12, has used a new proprietary vitamin C complex, Vitabrid CG, in its new line of cosmetics products. In a beauty industry first, Vitabrid CG has now been certified as a new material by the International Cosmetic Ingredient Dictionary and will be used in the beauty range.
Vitamin C-based cosmetics
Until now, due to its previously “unstable nature...“the full potential of vitamin C has not been realised”, Vitabrid C12 stated in a recent press release.
The company hopes that through its collection, consumers will reap the skin care benefits of vitamin C including its “brightening skin tone, boosting collagen levels and antioxidant effect” capabilities.
These go alongside its hair care plus points, which include strengthening thinning and weakening strands, preventing hair loss, and protecting the scalp from UV exposure.
Gaining exclusivity
"We are thrilled to officially enter the US market with Barneys New York as our exclusive retailer," enthused Ron Choi, Global Business Manager of Vitabrid C12.
"This partnership is in line with our goal to become an authority in K-beauty innovations and excellence. With our launch in a retailer as esteemed and prestigious as Barneys, we hope to continue and expand upon the growth we have already seen in Europe and Asia," Choi added.
"We are excited to bring Vitabrid C12 exclusively to Barneys New York customers in the US...our customers are always looking for the latest in skin care innovations," supported Jennifer Miles, Vice President, Divisional Merchandise Manager, Cosmetics, Barneys New York.
The process
Vitabrid CG is the main element of Vitabrid C12, which works to deliver active vitamin C in a controlled and stable manner through a patented Layered Double Hydroxide (LDH) Technology.
Hyundai IBT, which has produced Vitabrid CG powder, a compound of vitamin C, uses its next-generation bio-hybrid technologies to enable the safe delivery of active ingredients to the skin.
It “has developed treatments for refractory skin diseases, first presenting to the world a new paradigm of skin disease treatments with vitamin C, not medicine”, Vitabrid C12 announced.
Describing the process, Vitabrid C12 highlighted how: “The proprietary organic-inorganic hybrid technology encapsulates active vitamin C between bio-friendly mineral layers to deliver active vitamin C continuously for over 12 hours, deep into the skin and scalp, down to the dermis.”
Skin and hair benefits
With both applications in the skin and hair care sectors, it successfully manages to smooth wrinkles, diminish age spots and restore tone and firmness, along with providing protection from the damaging effects of UV rays.
Vitabrid CG is also applied to the hair to “stimulate collagen synthesis and scavenges free radicals in the scalp, preventing or delaying hair loss and promoting hair regrowth”.
The vitamin C-based technology, which was formulated at South Korea's Ewha Woman's University, has picked up multiple awards including the Trendsetter Award at Cosmoprof North America. Vitabrid skin and hair also received the Grand Gold Award in 2016 and 2017 by the Monde Selection of Belgium, also known as the Nobel Prize in the field of cosmetics.
The product range
Vitabrid C12 introduced eight vitamin C-based products, ranging from $25 (€21) -$80 (€67.8), at its US launch on 7th August 2017.
The company’s flagship product is its face brightening powder, which provides a 12-hour continuous supply of vitamin C to the skin.
Its vitamin C-driven range also contains products geared towards offering extra anti-ageing, acne, hair loss/regrowth and scalp health support including its hair tonic set scalp relief, hair tonic set professional, scalp shampoo, spot powder, spot acne solution, spot sensitive solution and spot essence.