The Taiwanese brand is best known for its organic sheet masks, which are certified by both COSMOS and the Environmental Working Group (EWG).
Apart from its home market, the brand is currently available in Hong Kong, Macau, Malaysia, Singapore and the US.
Founder Jimmy Wang told CosmeticsDesign-Asia that the US market is its top priority.
“We’re going to focus on the US market. Based on our revenue, we see there is still a growing demand for our organic-certified sheet masks. We've almost doubled the business this year and we believe the potential to grow even greater now because we just newly launched on Amazon. So, we can reach a larger consumer base.”
Currently, it is only available online via its website and Amazon but will be available offline soon in California.
“We will focus on California for the offline market because there’s a large Asian community that we can reach out to. They will be our first target as we move offline. We currently have a local distributor that is our partner for this,” said Wang.
Additionally, the brand will also participate in EWG pop-up stores across the US to reach more consumers.
Going clean
The company began positioning itself as a clean beauty brand this year to better connect with its US consumer base.
“Through our social and marketing activities, we realised that there are many consumers that see us as a clean beauty brand,” Wang.
While Inna Organic did not intentionally start out as a clean beauty brand, Wang said the values of clean certainly resonated with the brand.
“We ensure all our ingredients are safe and verified by EWG. We clearly label every ingredient we use to show we are transparent and are committed to the environment.”
Wang said one of the company’s main focus right now was to reduce as much plastic waste as possible.
“From this quarter, our new products will not have a plastic outer packaging and only paper boxes. We are working to try and keep exterior packaging as minimal as possible.”
Moving in on more markets
The growing South East Asian market is another area the company will be targeting as it has recently received interest from Malaysia and Singapore.
It recently entered Singapore via a partnership with Sample Store, a subsidiary of Singapore Post.
“This is more of a pilot project for us to test the waters in Singapore and find out what people in Singapore would like and how to position the brand for the market,” Wang said.
While Singapore is a small market, Wang said the draw in Singapore is its position as an international hub for SEA.
“The population is quite international and there are many tourists in Singapore. It’s very similar to Hong Kong, where we have been doing well with Chinese tourists. We hope to replicate that success.”
Despite the difficult situation in Hong Kong right now, Wang said the brand was performing reasonably well in the market.
“It has been a difficult year for everyone. Sales has definitely dipped but online is still going well. For us, things are going as we expected.”
Moving forward, the company hopes to enter the European market as well, said Wang.
“We are getting our products approved for the European market and we expect to get export approval in the fourth quarter of 2020. We want to go for the UK market, no matter Brexit or not.”