Mamonde now in Singapore
SINGAPORE — Fans of Korean beauty products might know the brand Mamonde for its spokesperson Park Shin-Hye, the award-winning actress who has been the face of the label since 2014.
Park is behind the phenomenon known as the “Park Shin-Hye lipstick effect” which saw a rise in sales and popularity of Mamonde’s Highlight Lip Tint after she wore it on the hit K-drama series, Doctors.
Mamonde launched its skincare and makeup products in Singapore today on e-commerce site Lazada. Those famous lip tints go for S$18 each.
The brand sets itself apart from other beauty labels by using flower extracts in its products. Blooms from the hibiscus, camellia, magnolia, honeysuckle and lotus plants are harvested and hand-picked before they are frozen or heat dried. The active ingredients are then extracted to be used in product development, according to a press statement.
The brand comes under Amorepacific — the company that also owns Laneige, Sulwhasoo, Etude House and innisfree — and there are plans for it to open a physical store in the future.
“Mamonde is excited to expand operations to Singapore, and we are looking forward to working with Lazada Singapore to retail a wide range of our skincare and makeup products. Launching digitally first in Singapore was a deliberate move that allows us to observe consumer purchasing habits before scaling up operations in the market,” said Mr Robin Na, head of Asean regional headquarters, Amorepacific.
“While the beauty industry in Singapore is mature, we believe that consumers in Singapore are still hungry for new brands to enter the market. Mamonde, with our focus being on the benefits brought about by flowers, will capture a segment of the beauty market that has not been tapped into.”
Products available in Singapore at Lazada include Mamonde First Energy Essence (S$42), Moisture Ceramide Light Cream (S$42), Rose Water Toner (S$38) and Cover Powder Cushion (S$44).