Suesh Cosmetics recently painted its SM Megamall branch rosy, very much like a lovely woman’s newly made-up face, and launched its partnership with Korea’s Mizon Cosmetics. Suesh will carry exclusively Mizon’s affordable and high-quality makeup and skincare products that are tailor made for Asians.
During the launch attended by Mizon executives who flew in from Korea, Suesh held makeup demonstrations. Television personality Lexi Schulze was emcee.
Suzzane Tan, Suesh makeup expert and co-owner, treated mall goers to a special makeover session. To make the experience memorable, photos of the participating shoppers were taken before and after the session with the makeup artists using Suesh and Mizon products.
In choosing to distribute Mizon products in the Philippines, Sheryll Kim, Suesh co-owner and general manager, said Suesh considered the Korean brand’s affordability, as well as their products’ suitability to the skin of Filipinos.
“When it comes to skincare,” said Kim, “Mizon is one of the best brands. Mizon is Asian, so its research is focused on Asian skin. That’s why we like the brand.”
Kim is one of the three sisters who own Suesh, alongside Suzzane Tan and Sue Cashmere Lim.
“Mizon products are reasonably priced,” said Kim. “The skincare products are priced between P400-800, while the makeup are priced between P300-600. You cannot find anything above P1,000. They’re very affordable.”
Kan Won Kyoung, Mizon’s overseas manager, said the Philippine market for skincare and makeup is still relatively young and that there is so much room for growth.
Suesh, which started as an online store seven years ago, began selling makeup tools such as brushes and brush sets, its core products. The makeup brushes are produced using Japanese and Korean techniques and materials, a technology used by top market brands, to make sure that they are strong and at the same time gentle on the skin.
The bristles are made from fine goat, squirrel and pony hair-animal hair types. These are best for human skin when applying makeup, and are tested, approved and commended by the artists themselves.
Because of their quality and affordability, the makeup brushes became known through word of mouth.
Taking advantage of the demand, Suesh decided to open-up its first ever store on Wilson Street in Greenhills, San Juan City, three years ago and expanded its products to include tool belts, cosmetic storage, chiller, vanity cases, makeup cleaner and makeup. Now it has five shops in different shopping malls in Metro Manila.
Coinciding with the announcement of its partnership with Mizon, Suesh also introduced a VIP card that will give their industrial partners—makeup artists, salon and spa owners —discounts when they shop at their stores in Greenhills, Trinoma, Alabang Town Center, Market! Market!, Glorietta 5 and now SM Megamall.
“This is our way of showing our gratitude to these brand ambassadors,” said Kim. “We plan to expand the offering of the VIP card to include our regular customers in the future.”