KraveBeauty looks to apply TikTok-viral ‘egg packaging’ to other products, expand line-up for Singapore market
As part of the brand’s marketing activations in Singapore, said to be its best-performing market in South East Asia, a LaunchPad event was held at three Sephora stores between October 3 and 23.
A key feature highlighted at the event was the “egg packaging” of its two hero products, Oil La La and Great Barrier Relief, which has recently garnered massive increase in attention on social media platforms like TikTok.
The egg is, in reality, a silicone insert inside a pressurised vacuum-sealed bottle. It functions as an airless pump, shrinking as the product is used.
This allows for “every last drop” of the serum to be used, minimising waste and making it easier to recycle the empty bottle.
“We are definitely considering using the egg packaging for future innovations. For the products available in our current assortment, the egg packaging isn’t the best way to dispense the product, but we are excited to try it out for products down the line.
“We’re also planning to introduce refills for some of our most popular products — first up is Oat So Simple Water Cream Pouch Refill, which is coming to Sephora Singapore online early next year!” Liah Yoo, founder and CEO of KraveBeauty, told CosmeticsDesign-Asia.
In addition, Yoo revealed that the brand will be expanding its offerings in Singapore, including the launch of a jumbo version of Oil La La on Sephora’s online store by the end of this year.
Beet The Sun, a lightweight sunscreen that combines UV protection and antioxidant properties harnessed from beetroot extract, is also slated to be released in this market.
Furthermore, the product contains hyaluronic acid to keep the skin hydrated, vitamin E to reinforce skin barrier, and propanediol to reduce moisture loss and enhance the skin’s absorption of ingredients.
“We are also thrilled to share that we’re working on bringing our newest sustainable makeup innovations to Singapore. We are just figuring out the best way to package and distribute these products, and hopefully, they will be coming to Sephora soon.”
Walk the talk
The egg packaging is an example of KraveBeauty’s emphasis on sustainability and is targeted at eco-conscious consumers seeking to adopt a zero-waste lifestyle.
Every year, the brand publishes an impact report that comprises the sustainability milestones it has reached, its current initiatives, and future goals.
“As an indie brand, it’s not common or a must to disclose [these information], but we do stick to that because we don’t want to be seen as a greenwashing company. We make sure that everything that we claim can be substantiated.
“Marketing language also plays a big part in greenwashing. Right now, we are studying recycling systems in Asia. By expanding our knowledge in this area, we can better communicate how to recycle our products,” Yoo said.
She believes that sustainable packaging is becoming more of an industry standard, and that sustainable sourcing of ingredients will be crucial for the beauty sector going forward.
“I think there’s a lot of work to be done on sustainable sourcing, and that’s the next biggest initiative that we are taking. We will dive deeper into the entire process, including improving farming conditions or replacing ingredients with things from the waste stream of other industries, such as jam or juice by-products.
“That is something that I would like the entire beauty industry to opt-in more, so that we don’t need to harvest more from the planet.”
