The new brand, Beyond Glow, is a natural skin care line that consists of eight products ranging from cleansing to moisturising and is aimed at consumers looking for simple products made with premium botanical ingredients.
It was inspired by K-beauty and designed to give consumers ‘instant moisture and glow’, which is becoming increasingly important for US consumers, as are natural ingredients.
“We wanted to create a natural botanical skin care line because the trend in America is all about natural ingredients right now and this traditional remedy proves natural ingredients perform and give the skin that dewy moisturised glowing look that is popular in Korea, and sought after and trending here in America too,” said Lisa Marie Garcia, president of innovation, Farouk Systems.
Garcia told CosmeticsDesign-Asia that LG H&H was the ideal partner to help it develop a natural beauty brand for its consumers.
“LG H&H is known for its research and development of top skin care brands around the world. LG helped Farouk Systems formulate the natural botanical skin care system they knew could be a great fit for the US market.”
The Beyond Glow system is based on an ancient traditional remedy the companies have dubbed the ‘Korean guru recipe’.
According to the company, this recipe was formulated to help the skin retain moisture and produce that coveted dewy skin glow.
“This was a story LG H&H shared with us in our discovery meetings and we loved the history and how these recipes had been handed down for generations. It was a natural fit for natural botanical beauty as we imaged it,” said Garcia.
This recipe consists of ingredients from Jeju Island such as Jeju bamboo, wheat sprout and a blend of botanicals, which are fermented and then processed with modern technologies.
“We also love the ingredient story and where it comes from - Jeju Island. [There is a trend for] natural clean ingredients that are ethically sourced and effective in providing moisture and hydration to the skin,” said Garcia.
The company is focused on establishing Beyond Glow as a trustworthy skin care brand in the US market.
Moving forward, it plans to expand the brand distribution across the US and is aiming to enter the European market as well.
First partnership
In 2016, LG H&H and Farouk Systems formed LG Farouk Co to distribute and manufacture cosmetic products.
“That venture was created to bring the latest technology and advancements to the beauty industry by combining the expertise in hair care and skin care,” said Garcia.
Through this venture, Farouk System was able to expand its professional-grade hair care brands CHI and BioSilk into South Korea.
According to Farouk Systems, the collaboration has been very successful and lucrative.
“BioSilk is one of the best known and top-selling products in Korea on home shopping so it only made sense to create a collaboration [with Beyond Glow],” said Garcia.