During my visits to Seoul, I have a chance to talk to our partners and experts in the k-beauty industry. I find it extremely important to learn as much as possible about the brand before we start new co-operation in Korea. Consequently, we bring the best and most innovative products. We also present beauty trends in Europe and provide you with as good advice as possible.
Our visits to Seoul prompt me to give you the opportunity to learn more from all those amazing people and shed some light on the products you are interested in.
We are taking our job seriously. Today is an exciting moment for us at Skinsider. I am very proud to launch Lagom cosmetics in the UK which I call love from the first use! Great cosmetics in a simplistic packaging, bringing skincare to a brand new level.
There is no better way of presenting the brand than to ask its creator to talk about it. Here is our interview with Jung Han, Ham, the CEO of Lagom cosmetics.
History of LAGOM
How long has it been since you started the company and launched the brand?
LAGOM was officially launched in September 2015. In the direct translation from Swedish, Lagom stands for “Just Enough but Not Too Little or Too much”. .
It has been almost 2 years and 10 months since we started sales of the products which currently are being sold at more than 10 online malls and duty-free shops. This includes 13 “CHICOR” offline stores across the country (editors note: South Korea).
In the case of overseas markets, the brand is being sold in online and offline channels of countries such as the U.S., Australia, Singapore, Japan, India and Europe, and Southeast Asia. Lagom products were selected as the best products in various media which shows the recognition of the high quality of products.
Lagom cosmetics in Korean offline stores
What were your reasons for, approach to, and philosophy on launching the cosmetics?
The reason why I started making cosmetics is that they are the same as the food we eat. I want to answer the question about which products will give us the healthy skin when putting them on our face. Since that was the beginning of LAGOM, naturally good cosmetics with healthy components have become the basis of the brand.
Therefore, I was willing to make healthy beauty care which aim is to deliver maximum moisture and nutrition by using the ‘MINIMUM’ products and healthy ingredients. And, differentiate LAGOM to others who focus on temporary effects by supplying excessive nutrition that makes skin tired and weary. LAGOM products are developed by twelve renowned dermatologists and professors. They have researched for years skin disease and skin health based on medical science to balance the skin for a fundamentally healthy condition.
Lagom Cellus Mild Moisture Cream
PRODUCTS AND THEIR PURPOSE
What is the most important feature of your cosmetics?
The most important feature of LAGOM is that we offer high-quality products which make the skin fundamentally healthy at reasonable prices. We could also make packaging looks more colourful and attractive like other brands. Instead, we decided to invest the cost in using the better ingredients for the product itself rather than spending more money to make it just look fancy.
Thanks to the decision, we could produce the cosmetics which are not just giving moisturized feel but actually moisture effect. And, the design of the LAGOM product was made neat and refined, thus now it is loved by many trendsetters.
LAGOM suggests the fundamental solution mechanism through moisture effect created by the skin itself. It is achieved by increasing the water retention capacity of skin tissues, whereas existing cosmetics deliver only moisturizing effect by providing skin with temporary moisturized feel.
What makes it possible is AQUALICIA which is contained in all LAGOM products. It’s a peptide for the Nobel Prize winner “Aquaporin 3” that provides a water pathway. AQUALICIA® moisturizes skin and builds up moisturization by opening the water pathway and filling the skin with moisture.
In which direction is the company/brand going? What are your plans for the next 3-5 years?
As the short-term goal, we’ll do our best to concentrate on the U.S. and European markets so that more people can try out Korea’s high-quality beauty products.
In long term, we focus on the characteristics of LAGOM product that gradually make skin healthy with good ingredients without any irritant ingredients for fast and permanent effect. We pursue the way of marketing and promoting products to be also naturally permeating to more customers placidly though it takes more time for branding.
In fact, customers who’ve once used our products, they keep coming back to buy our products. Hence, we became known more and more through word-of-mouth. We are building a strong loyal customer base as our wish.
We’re planning to launch every new product carefully with taking sufficient time for putting utmost effort for a healthy product. We don’t want many kinds of products in our offer. Instead, we make one by one with the highest quality.