Carté HD is a sensitive skin brand jointly developed by Kosé and Maruho, a Japanese pharmaceutical company, Maruho.
The brand launched exclusively with Welcia-BHG stores in Singapore in October, marking its debut in the region.
The company has observed a rise in demand for sensitive skin solutions in Singapore.
“With the rise in environmental stressors, pollution, and harsh weather, there’s a growing concern about sensitive skin issues in Singapore. Many consumers are seeking soothing, hypoallergenic skincare solutions, particularly with formulations free of parabens, alcohol, and fragrances,” said Joyce Lim, marketing executive, Kosé Singapore.
“Given the fast-paced lifestyle in Singapore, consumers are increasingly interested in multi-functional products that save time without compromising on skin care benefits. Carté HD all-in-one formulations like its moisturising serums and lotions, which combine hydration, anti-ageing, and barrier protection, can be promoted as convenient yet effective solutions for busy individuals.”
Furthermore, the city-state was chosen as the brand’s launch pad for its affinity with Japanese products.
“Japanese beauty products continue to have a strong presence in Singapore due to their reputation for quality and innovation. Carté HD offers a timely solution by focusing its science-driven approach, offering a sense of trust and efficacy that Kosé resonates well with the local consumers,” said Lim.
Next year, the brand is set to launch in Thailand, which has needs similar to skin care consumers of Singapore.
Double actives
Carté HD comprises of two series — Moisture Care and Balance Care — which the brand claimed are ideal for even the most delicate skin types.
The company believes it can meet the demand for sensitive skin with its signature active ingredients, Heparinoid and glycyrrhizic acid.
The former is produced by Maruho and can be found in many topical medication treatments.
It targets the root cause of dryness and skin roughness by repairing the stratum corneum lamellae.
Unlike hydrating ingredients like hyaluronic acid, Heparinoid excels in both absorbing and retaining moisture in the skin, said the brand.
“Carté HD formulation stands out due to its highly effective moisture retention ingredients, specifically the use of Heparinoid. This is one of the first formulations globally to focus on Heparinoid for sensitive skin, renowned for its exceptional ability to maintain long-lasting hydration. The heparin-like substance mimics the body's natural moisture-locking mechanism, ensuring deep hydration while soothing irritated or inflamed skin.”
Additionally, glycyrrhizic acid, which is derived from licorice root, helps to soothe inflammation and reduce redness.
“The blend of these ingredients provides not just hydration but also helps to repair and protect the skin's barrier function,” said Lim.
