‘Flying off the shelves’: LG H&H aims to expand Glint, Code with Guardian Singapore as sales take off

Glint and Code debuted with Guardian Singapore in April this year.

Valerie Heng, key account executive, LG H&H told CosmeticsDesign-Asia that the products have been “flying off the shelves”.

“Yes, the brands have been doing very well. Totally above our expectations,” she said.

Joanna Lee, marketing manager, LG H&H, estimated that sales of both brands have doubled over the four months.

The brands are currently available in around 30 doors in the country and the company is keen to expand its presence.

Furthermore, Heng revealed that the firm is in talks with Guardian to move the brands from their current power wing displays to its own gondola, giving the brand more prominence in stores.

Lee said Glint and Code are meeting the colour cosmetic trends popular among consumers today, especially the millennials and generation Z.

She highlighted that the current makeup trends among beauty consumers include glitter and sparkles, as well as a minimalist “no makeup look”.

Glint was launched in 2020 targeting younger millennials and gen Z consumers with their sparkly and glittery makeup products.

The brand’s highlighters have been a hit with consumers, garnering multiple GlowPick awards from 2021 to 2023.

In January 2022, South Korean retailer Olive Young revealed it was the top selling highlighter online.

On the other hand, Code was launched by LG H&H in 2014 and revamped in 2023.

The minimalist makeup brand resonates with consumers who prefer a natural and effortless makeup look.

It is best known for its face primers which cater to different skin needs and concerns.

Skin and body care launches

The company was showcasing its brands at health and beauty retailer Guardian’s Beauty Around the World event on September 4.

In addition to the makeup brands, it also showcased skin care brands Belif and CNP Laboratory.

“With skin care, what consumers are more interested in these days are derma brands, which is why we are bringing out CNP Lab’s Derma+ line which have products like a new PDRN serum,” said Lee.

Polydeoxyribonucleotide (PDRN), also known as or salmon DNA extract, is a trending anti-ageing skin care ingredient in Korea.

Additionally, the company will launch its new functional body care brand b.clinicx in Guardian.

The brand features a range of body care​ products that are formulated with well-known skin care ingredients like niacinamide, low-molecular weight collagen, peptides, and polyhydroxy acids (PHA).

The product tackle a range of skin concerns, including keratosis polaris (KP), which causes small bumps on the skin.

This taps into the trend of skinification, which has been observed across categories including makeup, hair care, and body care.