Safe Makeup Gentle on Skin… LG Household & Health Care 'Presian'

Entering the Japanese Market with 'Vegan Makeup'

LG Household & Health Care's high-performance vegan makeup brand ‘freshian’ offers safe makeup products that do not burden the skin, featuring overwhelming skin expression and a unique color lineup, providing a sensory customer experience and inspiration as a vegan makeup brand.

In particular, freshian is the first among LG Household & Health Care's cosmetic brands to have all products certified vegan. In terms of ingredients, it contains fig, madecassoside, and five types of hyaluronic acid to help soothe the skin and create a moist and lively complexion that looks naturally radiant. Based on this, freshian's skincare makeup products are characterized by delivering a moist skin expression without feeling heavy while simultaneously providing natural coverage.

The representative product, ‘Egg-like Cushion,’ features a watery formula that feels moisturizing and adheres thinly to the skin, creating a clean and clear complexion like a peeled egg without any unevenness.

The excellence of its design has also been recognized globally, winning the grand prize at the 2023 Japan Good Design Award. Additionally, in September last year, freshian's flagship product, ‘Egg-like Cushion,’ made its debut in the Japanese online market. LG Household & Health Care plans to nurture freshian as a vegan beauty brand with scalability for the global MZ generation, aiming to achieve long-term business success.

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