Barneys New York reinforced its commitment to Korean beauty with the addition of Vitabrid C12, a vitamin C-driven skin- and hair-care line developed in South Korea.
Launching this week in Barneys and barneys.com are eight vitamin C-based skin and hair items ranging in price from $25 to $80 under the Vitabrid C12 nameplate.
Barneys also stocks K-beauty products curated by Peach & Lily’s Alicia Yoon. Vitabrid C12, however, is Barneys’ first exclusive Korean beauty brand. K-beauty continues to generate a buzz, growing more than 27 percent from 2015 to 2016, according to Kline. Retailers said it is a race to see what channel will dominate the sale of innovation generated in South Korea.
According to Jennifer Miles, vice president, dmm, cosmetics for Barneys New York, Vitabrid C12 answers customer demand for the latest in skin-care innovations. In fact, Barneys’ executives discovered the brand on a product-finding trip to South Korea.
The Vitabrid C12 line is based on the creation of Vitabrid CG, a new proprietary vitamin C complex, never used in a beauty line before (certified as a new material by the International Cosmetic Ingredient Dictionary). According to the company, vitamin C has proven to be beneficial to the skin and hair. But the vitamin has been problematic to reach its full potential because of its unstable nature. However, Vitabrid CG, the main component of Vitabrid C12 products, specializes in delivering active vitamin C in a stable form through the use of a patented Layered Double Hydroxide Technology. Vitabrid CG was developed at South Korea’s Ewha Woman’s University.
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Ron Choi, global business manager of Vitabrid C12, said the launch with Barneys will help establish the brand as an authority in K-beauty innovation while opening the path for further expansion. The brand’s star product is the Vitabrid C12 FACE Brightening Powder, a 12-hour product that continuously supplies vitamin C to the skin.