Laundryou, a rising star in the K-beauty industry, is transforming the concept of clean beauty with its innovative approach to skincare and cleansing. Established during the height of the COVID-19 pandemic in 2021, Laundryou introduced the slogan “Your skin needs laundry too,” emphasizing cleanliness and protection. With its unique branding and product development, the brand has quickly gained recognition as a next-generation global beauty leader.
The Hexagonal Brand Strategy
Laundryou has positioned itself as a "hexagonal brand," excelling in multiple dimensions of skincare and cleansing. Its flagship product, the Clean Face Gargle Gel-to-Foam Cleanser, showcases its commitment to innovation. Formulated with proprietary Launderma Water™, which combines oregano water and hinoki extract, this cleanser provides antibacterial benefits, pore care, and fine dust removal. Clinical trials have demonstrated its effectiveness in reducing pore size and depth while maintaining skin health.
Beyond facial cleansers, Laundryou has expanded into diverse categories such as disposable body cleansers, touch-free skincare, and dab-on sun care products. This diversification reflects CEO Ji-An Lee’s vision of creating comprehensive skincare solutions. With over 16 years of experience in cosmetics branding and development, Lee has spearheaded Laundryou’s transformation into a trusted name for clean beauty.
Breakthrough Products
Laundryou’s recent launches include the Clean Pore Liquid Ultra, designed to tackle blackheads and sebum with ingredients like witch hazel and peptides, and the Hydro Purifying Wash Powder, enriched with glutathione and hyaluronic acid for dual cleansing and skincare effects. Both products have received overwhelming consumer response, selling out shortly after their release.
Another standout innovation is the Clean Face Solid Mist Calming, which gained popularity after being featured by actress Go Hyun-jung on her YouTube channel. This solid mist delivers superior hydration without stickiness while soothing skin temperature—a true testament to Laundryou’s dedication to functional beauty.
Global Expansion
Laundryou’s success in South Korea has paved the way for rapid international growth. By 2024, the brand had entered 20 countries, including the U.S., Japan, Russia, Thailand, Taiwan, Hong Kong, and Indonesia. In the U.S., Laundryou partnered with Sophie Company to distribute products through Costco while also securing spots on Amazon and Walmart online platforms. In Japan, Laundryou is featured in over 500 stores such as Loft and @cosme.
Looking ahead to 2025, Laundryou plans to expand into India and six GCC countries through distributor agreements. Additionally, it has signed an MOU with China’s MATRO department store chain under Function Group. These efforts are expected to boost overseas sales by over 500% compared to last year.
Instagram: https://www.instagram.com/laundryou_official/
Website: https://skinlaundryshop.com/
Naver: https://brand.naver.com/laundryou
Media Contact
Company Name: bvmt Co.,Ltd.
Contact Person: Tommy Kim
Email: Send Email
Phone: +82 7041180602
City: Jongno-gu
State: Seoul
Country: Korea
Website: www.skinlaundryshop.com
