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HONG KONG — This city has become a veritable magnet for niche brands — many of whose products have a “green” positioning — thanks in no small part to the Cosmoprof trade show, which focuses on natural health.

During a recent session, companies from as far afield as South Korea, South Africa and Israel were showing novelties, many in the hopes of broadening their distribution to Hong Kong and Mainland China.

Genic Co. Ltd. of South Korea showcased its natural Puretree products. The company, which also creates private label beauty products for numerous retailers and manufacturers, is gearing up to introduce a water-free shampoo and body wash, whose core consumers are expected to be children and older people, according to Job Kim, Genic’s overseas sales department manager.

Another South Korean firm, Coswel, presented — among other items — a self-heating, single-dose mask using volcanic ingredients.

From Australia comes the newly minted Carbon Neutral brand whose tag line reads: “Change the world from your bathroom.” The environmentally conscious line, which includes face, body and hair care, is billed to be eco-friendly in all ways, from its formulas to its recyclable packaging, according to director Justin Heaven.

Also hailing from Oz is Botany Essentials Pty Ltd., offering some 300 natural plant aromas, and Jojoba Australia Pty Ltd., which sources ingredients from organically grown jojoba for its Jojocare product.

Kuhs GmbH from Germany introduced a 23-item natural line, called Kuhs Kosmetik Cosmetic Concepts, whose formulas are created with liposomes and nanoparticles.

South African brand McNab’s Wellth showed what it believes is “the first organic deodorant that works,” according to its chief executive officer Rupert McKerron. “I think health is the latest thing people are starting to spend money on.”

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