Ask the CEO: Meeth developing bikini line moisturiser in collaboration with consumers

Brand founder and CEO Sonmi handpicked the idea out of over hundred of pitches over an online event she held in 2020, where she invited her consumers to present product ideas to her.

“There were over a hundred people that wanted to present and it was all done over Zoom. I watched over a hundred presentations. And the product that was chosen was a moisturising cream for the bikini area,” ​she said.

“I need a strong why – why will this product make someone’s life better and happier? I chose the presenters that spoke from their hearts the most. They were really passionate. They had tried a lot of different moisturisers for the bikini line before and hadn’t found one that met their needs.”​

Sonmi added that the presentation made her confident that releasing such a product would make a difference in the lives of women.

The company has been collaborating with the pitch winners since 2020 and the product is still under development today.

Commenting on the relatively long development timeline, Sonmi said: “Until both parties agree that it is the product we want to release, we won’t release it – that’s why it’s been in the works for over two years now.”​

Sonmi founded Meeth in 2019 and today the brand has moved beyond Japan to countries such as China, Malaysia, Singapore, Spain, and Taiwan. In April 2022, it opened its first overseas flagship in Singapore.

Before establishing Meeth, Sonmi was best known in Japan as a model and celebrity. When the brand first launched in Japan, it leveraged on her celebrity to gain traction.

However, regional brand director Adrian Roche had previously told​ CosmeticsDesign-Asia​ that Meeth was not just another celebrity brand.

“Sonmi’s final goal is to take this brand forward in such a way that it exists beyond her celebrity – she wants this brand to last at least a hundred years.”​

To her credit, Sonmi is extremely hands-on with the brand. Not only is she closely involved with product development, she also personally stays close to her consumers.

According to her, she receives and personally responds to direct messages (DM) on Instagram from consumers who want product recommendations or tfind out more about the products.

“I will take DMs from anybody and counsel them on skin care. Yesterday alone I got over 200 DMs and I responded to all of them last night. I started this over a year ago and it’s only increased in numbers. I’m having a hard time keeping up with it but I’m doing my best.”​

This exercise deeply influences the brand’s product development process, said Sonmi.

“In the beginning, I just created what I wanted but couldn’t find. Now that I’m really in touch with my consumers, I hear about the things they need and want, what products are missing from their lives. I listen to my consumer base, take in everyone's ideas to figure out what to make next.”​