Niche spotlight: Maison de L'Asie, Flower Knows, Matiere Premiere and more in our small brand update

Maison de L'Asie taking steps towards global brand recognition – founder​​

The founder of French-Singaporean fragrance house Maison de L'Asie says the brand is poised to fulfil its ambition of being seen as a global brand.

Since Maison de L'Asie launched in 2021, it has gained interest from international players in markets such the North America, Europe, and the Middle East.

Some of the brand’s milestones, included its debut at ESXENCE 2023, an international exhibition dedicated to artisanal and niche perfumery held annually in Milan, Italy.

Franz Skincare develops sun protection patch to solve reapplication pain point​​

South K-beauty brand Franz Skincare has developed patches that claim to offer broad-spectrum sun protection to address the challenge of sunscreen reapplication.

The Naked SunShield Peptide Patch is “an ultra-thin, highly breathable, nearly invisible sun patch that blocks 99.9% of UVB and 98.1% of UVA rays.”

“Unlike traditional sunscreens, it requires no reapplication…you just peel it off when you’re done in the sun… We want it to embody everyday comfort and effectiveness in sun protection,” said Myounghoon Jang, founder and CEO of parent company Biosensor Laboratories Inc.

Why the founder of a Gen Alpha-centric deo brand avoids genderless positioning​​

The founder of a Gen Alpha-centric deodorant brand has her sights set on dominating the market for tween and teen boys, which she believes has been sorely overlooked.

Jackie Baron, founder of Neon Goat, a natural deodorant brand targeted at tween and teenage boys, is no stranger to this cardinal rule.

Before starting her brand, Baron had experience as an advertising account director at a New York-based global advertising agency.

She told CosmeticsDesign-Asia that one question she gets asked often is about positioning Neon Goat as a genderless brand.

Viral C-beauty brand Flower Knows international expansion a ‘major focus’​​

C-beauty brand Flower Knows is pursuing international expansion fuelled by interest from young consumers embracing its 'unique' story and identity.

Chinese beauty brands have grown beyond their own shores and are entering international markets, including brands such as Florasis​, Perfect Diary, and Skintific.

Flower Knows (花知晓), one of C-beauty’s most buzzworthy brands, recently announced it has entered the US market through retailer Urban Outfitters.

The colour cosmetics brand is a favourite of Generation Z beauty lovers for its ornate and whimsical products.

Matiere Premiere debuts in Japan amid vigorous global expansion​​

Matiere Premiere has landed in Japan for the first time in June, following vigorous global expansion over the past few years.

Matiere Premiere’s relentless global retail and e-commerce expansion since its 2019 launch has resulted in a presence in over 50 countries across the US, Europe, Asia, and Middle East in less than five years.

On June 19, the brand officially debuted in Japan at seven major retail stores, namely Isetan Shinjuku, Ginza Mitsukoshi, Daimaru Tokyo, Takashimaya Osaka, Hankyu Umeda Main Store, Hankyu Men’s Tokyo, and Daimaru Hakata Tenjin, as well as its official online shop.