With its floral ingredients and feminine ads, it may be easy to dismiss this South Korean beauty brand as just another pretty beauty brand in the market.
But a closer look reveals solid R&D behind their key ingredients.
Interestingly, they only develop a product when their R&D makes a discovery – which is unusual in the competitive beauty industry.
Mamonde – created by South Korean beauty group Amorepacific – is inspired by flowers and positioned as a masstige brand offering a range of make-up, skincare and bodycare products.
“Mamonde, which means ‘my world’ in French, will launch in August in Malaysia with its first counter at Aeon Bandar Utama in Petaling Jaya,” Margaret Chin, GM of Amorepacific Malaysia announces at the media launch recently.
“The R&D team at Amorepacific has taken a special interest in natural Asian ingredients to develop products to optimise skincare benefits. Amorepacific global brands Mamonde, Laneige, Sulwhasoo, Innisfree and Etude House can be found not only in South Korea but in North America, Europe, China, Japan and South-East Asia,” says Chin.
Its star products include The First Energy Essence/Serum, Cover Powder Cushion, Age Control Powder Eye Cream, Moisture Ceramide Cream, Lotus Micro Cleansing Foam, Rose Water Toner and Floral Hydro Cream.
What made the brand tap into floral ingredients? “Our researchers found that when flowers blossom it has vital energy. In fact, the most energy is created the moment the flower starts to blossom,” says Shin Bo Hyun, senior researcher and brand science manager for Mamonde, through an interpreter.
“We learnt that this vital energy can be transferred to our skin and has healing effects, and that is why Mamonde started using flowers as its key ingredient,” she explains.
Mamonde utilises five key flowers in its formulation and they are the honeysuckle for boosting and firming, hibiscus for moisturising, nascissus bulbs for hydration, lotus for cleansing and camellia for anti-ageing.
“Each of these flowers has its own extract included in the formulation and is combined with the flower nectar to maximise its benefits on skin.”
According to Shin R&D work on the flowers is done in the Mamonde Garden, where there are 1,000 varieties of flowers.
“Once a flower is proven to have beneficial properties we start sourcing for supply from farms in South Korea.”
Shin assures that South Korea has it own regulation in ensuring that a farm employs natural methodology and abides by certain regulations, while Amorepacific also has its own regulations before a farm is approved as a supplier.
“Most of the floral ingredients are grown in South Korea unless the flower is uncommon and needs to be imported.”
Since Mamonde products are paraben-free what do you use in its place as a preservative? “Paraben basically reduces water substance in a product. At Amorepacific and for Mamonde we firstly reduce water in the product and secondly we ensure the right pH level of the product, so with this technology you don’t really need parabens,” Shin explains.
Shin says flowers blossom in different seasons, so they need to catch the right time in order to tap into its energies.
“Some products took several years of research, like the honeysuckle which took 16 years and its different for every flower,” says Shin.
“From the marketing aspect, the biggest challenge is not every research is fruitful. Among 100 studies maybe five are successful,” says Lee Soo Yeon, brand manager for Mamonde.
She adds that Marketing have their own calendar for product lines, but “we have to depend on the R&D results before developing a product line. So, Marketing and R&D always end up ‘fighting’!”
“But, seriously, our exhaustive research on our floral ingredients is what we are proud of and a trademark of Mamonde as we register patent for our findings. Mamonde stands out from other brands as we have a specialised R&D centre that does indepth studies on flowers,” says Lee.
“How are we different? Other brands only extract the honeysuckle substance but for Mamonde we ferment it for a year before it is used in the products and we register this technology as a patent. None of our competitors are able to do this.”
The brand’s best selling product is the First Energy Essence, which contains honeysuckle’s Flower Vinegar Complex.
“When honeysuckle vinegar absorbs into skin it boosts up the absorption of any nutrients from skincare later. It is the first skincare to be used and most recommended product. It is suitable for Asian countries and hot weather,” Lee explains.
Mamonde products are expected to be priced between RM6 and RM169, and will be available from August at Aeon Bandar Utama, 1 Utama Shopping Centre, Bandar Utama, Petaling Jaya.