Mamonde Jumps into the Clean Beauty Makeup

The launch of the new foundation and primer is its first Clean Beauty line in color cosmetics category after the transformation of Mamonde.

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Recently, Mamonde launched its first Clean Beauty line in color cosmetics category and debuted it at Watsons. According to the brand, the three products listed cover foundation, concealer and setting powder, claiming to be formulated with EWG All Green Grade, which is gentle and nourishing to the skin. It is officially priced between 159 yuan ($23) to 199 yuan ($29). The new collection is also currently available in the brand's flagship shop on Tmall. But its sales have been mediocre.

CHAILEEDO understands that Mamonde transformed into Clean Beauty in 2022 and released its first Clean Beauty series in July of the same year. This new product is Mamonde's first Clean Beauty in color cosmetics category after the transition. Mamonde has launched the Camellia Ampoule Foundation in August 2020. After 3 years, it then launched another Foundation.

Mamonde's parent company, Amore Pacific, is also bullish on Clean Beauty. In addition to Mamonde's transformation into Clean Beauty, Amore Pacific contributed 168 billion won ($128.1 million) to acquire Tata Harper, an American Clean Beauty brand in September last year.

The transformation of Mamonde is related to the brand "in old school" and the competition in the Chinese market. Clean Beauty, the rage of the past two years, is still controversial due to the lack of clear definitions and regulatory standards. And the segment's share has been growing as consumers become more aware of cosmetic ingredients and more health-conscious.

In an exclusive interview with CHAILEEDO, Yu Jian, General Manager of External Affairs of Amore Pacific China, said, "Clean Beauty is in line with the current trend of consumers tending to be younger. In recent years, environmental protection has also been a hot topic. Consumers will prefer clean, natural, healthy and eco-friendly products, which is also in line with the sustainable development strategy that our company has been adhering to. We have repeatedly mentioned the Group's five commitments, including our commitment to carbon emissions, carbon neutrality, plastic reduction and the protection of biodiversity. We will do a lot to meet consumer demand. So I think consumers will be happy to embrace the concept of Clean Beauty in the future."

According to the CHAILEEDO report, the global Clean Beauty market size was approximately 41.47 billion yuan ($6 billion) in 2021, up 10.48% year-on-year. It may exceed 100-billion-yuan mark in the next decade. With the head companies competing for the deployment, the Clean Beauty market may rapidly usher in a major explosion in the near future.