Mimo by Mamonde, a sub-brand under Mamonde, is a minimalist clean beauty line that offers essential skin care solutions specifically for younger consumers in the Generation Z and Alpha demographics, collectively known in Korea as Gen Zalpha.
The brand launched in Daiso on September 5 with two main lines – Rosy Hyalon Line and Peony Tinol Line – with four products each.
The Rosy Hyalon Line focuses on hydration, including a mask, toner, ampoule and cream.
The Peony Tinol Line addresses excess sebum and pore-related concerns associated with younger skin with an ampoule, pore pad, cleansing foam, and balm that treats trouble spots.
Daiso is a chain of 100-yen shops founded in Japan with over 5,300 stores across the globe.
According to the firm, Mimo by Mamonde will be sold through Daiso’s online and offline channels.
With this launch, the brand aims to meet the unique skin care needs of this younger generation by providing a streamlined and effective approach to clean beauty.
The main Mamonde brand is a premium skin care line founded in 1991 and is known for integrating a variety of floral extracts and ingredients into its formulations.
The brand underwent a rebranding exercise recently with a bolder and more vibrant brand identity, new packaging, and new products.
Mamonde also introduced its Hyper Flora technology, which was based on over 30 years of flower research at the Amorepacific Botanical Garden.
Along with the rebrand, Mamonde also introduce a new product, Pore Shrinker Bakuchiol Cream.
The product, which contains pure retinol, taps into pre-ageing demands among consumers in their twenties and thirties.
The emergence of new beauty channels
The household and home goods retail chain has emerged as a promising beauty channel for beauty brands in Korea.
In April, South Korean cosmetics firm Able C&C announced that it extended its partnership with Daiso with the launch of an exclusive and affordable makeup line as a follow up to its first skin care collaboration.
The A’Pieu The Pure cosmetics range also targeted the Gen Zalpha cohort.
According to the firm, the brand exceeded sales of 330,000 units within eight months, bolstered by positive word-of-mouth.
Daiso is not the only unconventional retail touchpoint brands are exploring.
South Korean convenience store chain GS25 said it would expand skin care offerings targeted at Gen Zalpha.
GS25 is one of the leading convenience store brands in the country and operated by GS Retail, a subsidiary of the GS Group.
According to GS25, the Gen Zalpha cohort made up more than half of beauty buyers over the past three years.
