New brands "Heal us" and "Lab.it" in Asia

The South Korean company Gowoonsesang Cosmetics Co., Ltd., which belongs to the Mibelle Group and was acquired in 2018, recently launched two new brands "Heal us" and "Lab.it" on the Asian market. Seoul-based Gowoonsesang is entering the make-up business for the first time with the new "Heal us" brand. As a sister brand of Dr.G, "Lab.it" presents itself as a dermocosmetics brand that is reduced to the essentials and appeals with its first pore line to the younger, trend-conscious generation. 

After the dermocosmetics brand Dr.G. and the clean beauty brand vividraw, "Heal us" and "Lab.it" are the latest brand novelties from Gowoonsesang. Beauty is called "areumdapda" in Korean, which means "being myself". So we are at our best when we can be "ourselves" and when the outside and inside are in harmony. The new brand "Heal us" turns these precious and relaxing moments into a healing ritual. The products allow the skin to reveal its natural healthy beauty and support it with make-up that is as light and comfortable as if the skin were breathing. This is where the brand slogan "Breathing Beauty" comes from.

Heal us - with skin-breathing texture, neutral shades and anti-stress ingredient

The "Heal us" brand, whose design visualizes flowing breath, is launching the Skin Breathing Glow Collection. The make-up products impress with a light, skin breathing texture that gives the skin a clear and transparent appearance. The Skin Breathing Glow Collection consists of three products, the Skin Breathing Cushion Glow, the Skin Breathing Foundation Glow and the Skin Breathing Concealer Palette. The palette for tone correction, coverage and contouring is in neutral shades, suits all skin types and contains Holy Basil^TM (basil), an anti-stress ingredient from the Ayurveda teachings. All products in the Skin Breathing Glow collection are vegan, free from microplastics and allergens. 

Lab.it - the dermocosmetics brand for the younger generation, reduced to the essentials

Gowoonsesang's latest brand - Lab.it - is aimed at Generation Z. The back-to-basics concept with essential ingredients focuses on the essentials and makes the application of dermocosmetics simple and pleasant. The dermatological expertise of the Dr.G Skin Science Research Institute is used here. Here, too, the credo is "a healthy skin experience for all" based on skin science. 

Lab.it’s first line - Pore Line - treats the pore and sebum problems of the younger target audience, who often have dehydrated, oily mixed skin. The line consists of eight products that care for the skin's moisture balance by removing excess oil from the pores and replenishing moisture. The pore line includes a Pore Peeling Gel, Pore Cleansing Foam, Pore Nose Pack, Pore Pad, Pore Soothing Cream, Pore Tonic, Pore Serum and a Pore Primer.