Cult skincare brand Glow Recipe’s founders are releasing a new K-beauty brand. Dubbed “Sweet Chef”, the new label will comprise superfood-infused sheet masks and serums, WWD reports.
The series will focus on three different skincare concerns; refining pores and smoothing rough skin via a combination of beet and vitamin A, hydrating the skin with kale and vitamin B, and brightening complexions with the use of ginger and vitamin C.
“These are very important categories still growing in K-beauty, and this is a great way for us to introduce the concept of natural skin care to new consumers who have wanted to try it without compromising on quality or efficacy,” co-founder Sarah Lee told WWD.
Since its launch in 2014 by Lee and co-founder Christine Chang, Glow Recipe has carved out a reputation as a prestige yet playful K-beauty brand, known for its signature, Instagrammable products such as its “Watermelon Glow Sleeping Mask”.
The K-beauty trend shows no sign of slowing down anytime soon. This year has seen the Italian fashion house Moschino team up with South Korean beauty brand Tonymoly on a makeup collaboration, while retail giant Sephora unveiled its first-ever K-beauty color cosmetics collaboration in partnership with Memebox back in September.
Peach & Lily, a go-to destination for US-based fans of Korean beauty products, launched its own beauty line back in July, while drugstore giant CVS also recently jumped on the bandwagon with the exclusive launch of JOAH, a K-beauty-inspired cosmetics line created by KISS Products, Inc., this summer.
The line, which will be priced affordably between $3.50 and $19.99, is available now for pre-order on glowrecipe.com, and will roll out from January 16. It is also set to launch at Target locations and online on Target’s website on January 27. CC
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