Pupa recently expanded into hair care, which remains a booming category for beauty as awareness for hair and scalp health continues to rise.
The launched its entry into hair care with lines, including a range of styling products as well as a range for colour-treated hair.
“We are a colour cosmetics company, so it has taken us some time to launch a hair care range. We felt it was important to plant a flag in the category,” said Rossano Muraro, export manager, Pupa Milano.
The entire hair care portfolio consists of 12 products which consists of shampoos, masks, as well as styling products like volumising powder.
The range will launch in Malaysia, where it is present through beauty retail chain Sasa.
Malaysia is one of Pupa’s best markets in Asia, where its makeup products have resonated particularly well with Malay customers, Muraro previously told us.
An expanding portfolio
Pupa was established in 1976 and exported to around 70 countries across the world, primarily in Europe. It is best known for its makeup products.
The hair care range is the latest in a series of new product development projects in recent years.
It has also expanded into skin care with five lines.
Two of the hair care ranges are extensions of its skin care ranges such as Smog No More and Glow Essence.
This was a response to the changing dynamics in the post-pandemic beauty market.
It also reinforced its body care range which now includes firming, volumising, and anti-cellulite products.
In addition, the company recently expanded into the men’s grooming market with Pupa Man, which it will launch in China and Taiwan where it believes male consumers are more receptive to beauty products.
Pupa Man consists of three facial care products: a face and beard cleanser, a moisturising anti-pollution serum, and a hydrating and refreshing facial stick.
It also launched four “face perfectors” which include a concealer, beard gel, brow gel, bronzing gel and matte lip balm.
Lastly, the company also developed a transparent matte nail polish which it claims can “even out minor imperfections on the surface of the nails.”
Moving forward, fans of the brand can also expect more makeup products such as metallic and matte liquid eyeshadows and a new variation of its well-known Vamp! mascara.
Asia expansion in the works
Muranro had previously told us that Asia represented the biggest potential for the brand.
The company recently expanded in Singapore, where Sasa relaunched at the end of the last year after almost four years away from the market.
It also expanded into the travel retail market with TigerAir.
