Lady K, K-Skincare Brand 'Elsole' Targets Global Market

Startup Lady K announced on the 29th that its K-beauty skincare brand ‘L.SOULLE’ has obtained certification from The Vegan Society in the UK and KMF Halal certification from the Korea Muslim Federation, and is expanding its presence in the global market.

L.SOULLE is a clean beauty skincare brand that does not conduct animal testing and contains no animal-derived ingredients. It is manufactured through ODM (Original Design Manufacturer) by Korea Kolmar. The product line consists of five items: Moisturizing Miracle Mist Toner, Serum, Cream, Sunscreen, and Sun Cushion. Among them, the Mist Toner and Sun Cushion products were selected as Best Products in the 2023 New Product Awards by Hwahae, the number one beauty app in Korea, and received the awards emblem.

Having established a solid foundation in the domestic market, L.SOULLE has officially obtained The Vegan Society certification and is expanding into English-speaking markets. Recently, it received KMF Halal certification from the Korea Muslim Federation and is exporting beauty products to Middle Eastern regions such as Malaysia, Indonesia, and Saudi Arabia.

Lady K selected actor Hwang Se-in as the Korean model for L.SOULLE. Rising star Hwang Se-in played the supporting role of Hong Nami in the film ‘30 Days,’ starring actors Kang Ha-neul and Jung So-min. The company explained that her clear, transparent, and fresh image fits well with the clean beauty brand, which led to her selection as the model. For overseas models targeting the Middle East, they chose Malaysian former child actress Fatin Afeefa and are actively conducting localized marketing.

Kim Min-jung, CEO of Lady K, said, “We have succeeded in pioneering new markets in the Muslim market, including Saudi Arabia, Indonesia, and Malaysia, moving beyond K-beauty exports centered on China and Japan. We have long prepared everything from ingredients, quality, packaging, to marketing to satisfy global consumers with diverse needs.”

She added, “We will continue to grow as a brand loved for a long time through beauty products that meet consumer values and further contribute to the Korean beauty export industry.”

This content was produced with the assistance of AI translation services.