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South Korea Business Report

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Discovery Reports

TONYMOLY delivers beauty in innovative and one-of-a-kind packaging

South Korean skincare and make-up brand expands male range, and plans to strengthen brand’s presence in China

PUBLISHED : Wednesday, 25 October, 2017, 10:36am
UPDATED : Friday, 27 October, 2017, 5:16pm

TONYMOLY made its name in the South Korean beauty industry by putting a fun spin on skincare and make-up products – its best-selling face-peeling cream Appletox is housed in an apple jar, its rich hand milk can almost fool anyone with its realistic banana tube, and the pore balm in an egg canister could be mistaken as the key ingredient for an omelette. Even with the whimsical appearances of its products, TONYMOLY is all business when it comes to packing only the most potent and effective ingredients that deliver real results.

Born from the cosmetic packaging firm Taesung Industry, TONYMOLY leveraged Taesung’s expertise to give an edge in the highly competitive beauty market.

“Even though the packaging attracts the attention at first, the aspects that truly stand out are the quality of the ingredients and how the customers feel when using our product,” says CEO Yang Chang-soo. “When looking in the mirror, we want our customers to feel good and beautiful, to smile at their glowing skin and keep wanting to look at themselves.”

Even though the packaging attracts the attention at first, the aspects that truly stand out are the quality of the ingredients and how the customers feel when using our product
TONYMOLY CEO Yang Chang-soo

Targeting the modern consumer, TONYMOLY has perfectly balanced the price-quality ratio with products including skin care, make-up, and hair and body care. Increasingly, the brand is expanding its men’s care line as this demographic demands more from their skin care. In response to this clamour, TONYMOLY launched new product Sun-B, which combines sun cream and beauty balm (BB) cream in one.

TONYMOLY studies global beauty trends and local traditional wisdom and applies them to the development of its product line at its own research and development centre. As consumers turn to more natural products, TONYMOLY is steadily focusing on using natural ingredients. One product in particular is its Chok Chok Green Tea Watery Cream, which contains 100 per cent pure green tea ferment extract and is rated very safe for skin according to the Environmental Working Group.

Having established a solid presence in South Korea with its speed to market, prompt responsiveness, and robust communication with customers and all stakeholders, TONYMOLY spread its wings all over the region. The company has built a new plant in Zhejiang province through its unit Megacos Cosmetics.
This move not only reinforces TONYMOLY’s commitment to developing products that the market demands, but is a way to leverage local ingredients and tailor its products.

In Asia, aside from offering original equipment manufacturing services, TONYMOLY seeks to strengthen its brand name, particularly in Thailand, Vietnam, Japan, mainland China and Hong Kong.

www.etonymoly.com