Full-scale launch of LF vegan-oriented female cosmetics brand ATHE
- Proposing safe prescription-based beauty products with plant-based ingredients jointly developed with Switzerland's top cosmetic research institute
- Launching of over 50 premium beauty products, including an anti-aging vegan serum and Korea’s first vegan lip balm
- Actress Jung Ryeo-won selected as the exclusive model for the brand with its distribution strategy centered on LF Mall and department stores
LF (CEO Oh Gyu-sik), a lifestyle-focused company, announced on the 8th that it will officially launch the main line of products of its first female cosmetics brand, ‘ATHE’.
ATHE is a vegan-oriented cosmetics brand that boasts honest and reliable 'authentic beauty'. It is a safe prescription-based cosmetics brand based on plant-based ingredients native to Switzerland, made possible through joint research and development with ‘Mibelle’, Switzerland’s top cosmetic research institute. None of the 12 harmful or genetically modified ingredients are added, nor are there any animal-based ingredients. No animal testing is carried out during the manufacturing process, and as such, vegan cosmetics certification has been obtained from 'EVE', France’s official vegan certification agency.
ATHE's lineup consists of 15 types of skincare products with functions such as cleansing, basic care, and anti-aging, and 40 types of makeup products such as base and point makeup. Based on premium ingredients that prove superior to that of existing plant-based cosmetics, ATHE plans to expand to a total of 70 products by the beginning of next year through its continuous adjustment to consumer needs for premium vegan beauty.
‘Double Lift Serum’, the main skincare product from ATHE, contains 85% of natural ingredients and ‘Alpinyouth™’, an anti-aging ingredient, to provide a mild yet powerful wrinkle improvement effect. In particular, Alpinyouth™ is an exclusively developed flower yeast ingredient that is fermented twice with pygmy pink flowers that survive only in the extreme environment of the nunatak in the Alps.
‘Authentic Lip Balm,’ the brand’s top makeup product, is the first vegan certified lipstick in Korea that does not use animal-based ingredients. The bromelain contained in pineapple gently manages dead skin cells, and the natural oil extracted from peach seeds moisturizes the lips. The pigment reacts accordingly to the temperature of the lips to naturally adjust the optimal color for each individual. In addition, you can dazzle up the lip balm container with the enclosed ribbon.
ATHE, which aims for premium vegan-oriented cosmetics based on trustworthy ingredients and excellent quality, is launching a distribution strategy centered on LF's official online store, LF Mall, along with high-end department stores. ATHE will make its debut at LF Mall and plan to strengthen its offline distribution network, starting with the launching of its products in the Hyundai Department Store in Pangyo in early November. The price range will be around KRW 30,000 for cleansing products, KRW 50,000 to 70,000 for basic care products, KRW 100,000 for anti-aging products, and KRW 30,000 to 50,000 for makeup.
In the meantime, ATHE has recruited actress Jung Ryeo-won, who is considered a star among many women for her natural beauty, as the exclusive brand model to publicize the brand’s philosophy of vegan-oriented cosmetics. The brand also plans to actively communicate with customers with methods such as the launching of a brand campaign focusing on environmental protection with environmental activists and ethically conscious celebrities.
To celebrate the official launch of the ATHE brand at LF Mall, 5% discounts, 10% instant discount coupons, and 5% instant discount mileage benefits will be provided to all customers who purchase ATHE cosmetics by October 30th, with a chance to win the 'ATHE Authentic Peeling Cotton' valued at KRW 12,000. In addition, 10 customers who submit a photo review by October 28th will be selected by a lottery to receive the ‘Double Lift Serum’.
LF has been conducting a cosmetics importing business by acquiring the importing rights for the French premium cosmetics brand ‘BULY1803’ and the Czech cosmetics brand ‘Botanicus’ since 2016. The company has been making its own cosmetics for the first time since last September with the launch of 'Hazzys Men Rule429', a male cosmetics brand, and 'ATHE' is its first cosmetics brand for women.