Gym bag essentials: Solyph spurred to expand business in light of growing opportunities in active beauty segment

Solyph is a Singapore-based brand founded by South Korean Heeseok Jun, who saw a gap in the market for skin care products that could suit the increasing active lifestyles of beauty consumers.

In 2018, Jun launched Solyph, a brand that claims to be “formulated for active people, by active people”.​

“Active folks who struggle with skin issues that flare up as a result of sweat and heat, tend to prefer minimal yet efficacious skincare routines with products that are easily absorbing, water-based and multitasking products that can be used on the go,” ​Jun told CosmeticsDesign-Asia.

Solyph’s star ingredient

The brand’s hero ingredient is pine leaf extract, which is harvested in Pyeong Chang, South Korea.

Unlike pine leaves found in other parts of the world, the pine leaves harvested in Pyeong Chang are high in phytoncides and are particularly rich in antioxidants, antibacterial qualities and possess many rejuvenating properties.

They are also high in HMF, an organic compound that prevents the excessive production of melanin caused by UV rays, providing natural protection against the sunrays.

The inclusion of pine leaf extracts ensures Solyph’s products are suitable for those with active lifestyles or who spend prolonged periods under the sun, who tend to be more particular about cosmetic ingredients, said Jun.

“​Some of the ingredients they look for include properties that are AAA – antioxidant, antimicrobial and anti-inflammatory – and are non-comedogenic.”​

Since its launch in 2018, Jun believes Solyph’s active beauty focus is more relevant today than ever.

“Having an active lifestyle has become a new norm for many people today. It has become a way for people to escape and destress in the midst of the pandemic. As part of adopting a more active lifestyle, consumers see skin care routine as part of their holistic daily routine.”​

She added that this has created larger prospects for the brand in the skin care market.

“Being one of the few active lifestyle skincare brands, this has created a big opportunity for us in terms of gaining greater brand awareness and reaching out to different groups of active individuals from all walks of life who are looking for sustainable and vegan everyday beauty solutions.”​

Expanding horizons

To tap into the active beauty trend, the company has been working to increase its exposure.

In October, the skin care brand announced that it had inked a deal with e-commerce platform, Asian Beauty X (ABX) to carry its products.

Co-founder of ABX Lyeon Heong told us that the brand could tap into the personal health and wellness trends which has accelerated due to the COVID-19 pandemic.

“Many of us have become more active not only to improve our health and resilience but also to escape the humdrum from working from home and other measures that have further isolated us,”​ said Heong.

“While the pandemic may be temporary, many of these shifts towards a healthier, more active lifestyle will continue to stick with us. Solyph is a skincare brand that has been created for active lifestyles to address the specific skin needs of active people and we believe its unique positioning will resonate with our users.”​

Aside from Singapore, the brand is also available in South Korea, where it is scheduled to unveil a flagship store in early 2022.

The company will also be looking for new growth opportunities in markets including the US, China and Russia after experiencing delays to do so because of the pandemic.