Herbal hero: C-beauty brand Inoherb eyes overseas growth potential in SEA

Inoherb is a Shanghai-based skin care brand that integrated Traditional Chinese Medicine (TCM) principles into its product formulations, using ingredients like ginseng, licorice root, and white peony.

It is known for combining ancient herbal remedies with modern cosmetic technology and is one of China’s most well-known domestic beauty brands.

This April, the brand officially debuted in Singapore with health and beauty retailer Guardian, making it one of the first C-beauty brands to be available with the chain.

Since its launch, the brand has grown by double-digits monthly, according to Helen Wong, managing director, Hebeloft, which represents the brand exclusively in SEA.

“We are now in 15 Guardian doors. We were awarded a wall unit and will put up all the proper branding. [Guardian] has been very supportive of the brand. We are also planning to do more atrium shows to build the brand up,” said Wong.

At the moment, the brand’s brightening, moisturising, and sensitive skin ranges are available in Singapore.

The brand is also considering expansion to other countries in SEA.

Speaking to CosmeticDesign-Asia, Wong said it was a gamble to bring Inoherb into SEA with such intense competition in the skin care market from Japanese and South Korean brands especially.

“There are many brands from China that we could have brought in. What makes Inoherb stand out is its connection to TCM. There’s story behind the ingredients and it’s backed by its traditional medicine philosophy. And its not a new brand, its well-established with ties to the Shanghai University of Chinese Medicine.”

Additionally, unlike many C-beauty brands that target Gen Z consumers, Inoherb primarily targets slightly older consumers like millennials.

Wong believes the brand can tap into trends such as natural beauty and holistic wellness to unlock its potential overseas.

By the end of this year, a more premium range – Inoherb Tang – will be available through iShopChangi.

According to Wong, the Inoherb Tang range is a special line up that was originally created for Sephora China.

The brand is working to expand its portfolio even further.

Wong told us the brand was currently in talks with more regional retailers to launch exclusive ranges.

Moving forward, the brand will also focus on more marketing to increase brand awareness.

The next C-beauty​

Hebeloft represents a number of brands, mostly from South Korea, including favourites such as Round Lab and Skin1004.

Wong expressed her interest in working with more C-beauty brands and expand their presence in this region.

“I’ve been working in the K-beauty space for a long time. And I believe C-beauty is the next K-beauty. China is the world’s manufacturing hub and today with the stricter regulations, the employment of top R&D people, and the support of the domestic market, C-beauty has really developed well. With more investments in the industry, it’s only a matter of time before we see it really blow up.”

She noted that the most prominent C-beauty brands right now tend to be colour cosmetic brands and the company hopes to uncover more high-potential brands in skin care.

The company is actively on the lookout for more promising C-beauty brands and is currently in talk with several brands about expanding them to this region.