If you want a kickass beauty or skincare care product, we would highly recommend this K-Beauty brand: THE FACE SHOP. The story of this brand is one that will go down in history for striving to be the best K-Beauty brand and making continuous efforts to stay at the top. To say that THE FACE SHOP hasn’t put its best foot forward would be an understatement. All their products stand one feature that has made it everyone’s favorite ― natural ingredients.
Are you ready to learn about how THE FACE SHOP made a name for itself in the K-Beauty industry?
THE FACE SHOP Story
Launched in 1947 in Myeongdgong, THE FACE SHOP opened its first makeup store. Initially, the products were focused on giving a natural glow, which to the brand’s surprise, had a great impact on their audience. The success of these natural products was so overwhelming that by 2004, THE FACE SHOP had opened its 100th store, making it the 3rdlargest K-Beauty brand company in South Korea. By 2008, the brand had entered the overseas market and made a place for itself among popular international makeup brands. THE FACE SHOP became a major cosmetic brand with thousands of shops all over the world in countries like the US, the UK, Australia, Brunei, Cambodia, Malaysia, Mongolia, the Philippines, and more.
In 2009, the company LG Household & Health Care bought THE FACE SHOP and became a prominent subsidiary. In 2014, THE FACE SHOP acquired another brand called Fruits and Passion by the American Bath and Body. Eventually, all the locations of this brand were taken over by THE FACE SHOP.
THE FACE SHOP Entering the US Market
Korean cosmetic products have been making some waves in the US. In 2005, the first branch was opened in SOHO. After that, 39 stores opened in the US on both the West and East Coast. Year after year, the sales continued to rise by $5 billion won and more. In 2007, the brand opened its first US store in San Francisco. When THE FACE SHOP was introduced for the first-time overseas, its marketing strategy focused on the Koreans and Chinese living in the US. The communities were stretched pretty thin, and even though the sales were high, the brand wanted to achieve more. To find a “Spokesmodel” for the brand, THE FACE SHOP hosted a “Natural Beauty Contest.” Hundreds of applicants applied, and only 34 made it to the final round. There were 6 winners, out of which the first place was awarded to participant Erin Nolan.
In 2016, THE FACE SHOP changed its marketing strategy and started targeting the Latin American market. Slowly, other target markets joined the list, and THE FACE SHOP became a global name.
Brand’s Vision
“To Provide High-Quality Products at Affordable Prices.”
THE FACE SHOP has kept it pretty simple. In their eyes, the customer is “King,” and to satisfy the customer, the brand has tapped into two features of a product that every person wants and loves ― high quality and affordability.
We have always assumed that a product made with high-quality ingredients would comparatively cost more than the one with local ingredients and substitutes. THE FACE SHOP proves this wrong by offering its customers something unique, and the best K-Beauty products won’t burn a hole in their pocket. Most important of all, their continued efforts of coming up with a more natural and eco-friendly product line proved that THE FACE SHOP was committed to giving its customers the best.
Strength
THE FACE SHOP’s strength lies in its brand identity. In 2015, the brand changed its logo to a circular emblem that depicts Demeter, the goddess of beauty. The logo shows that the brand is ready to deliver timeless beauty to its customers.
The Belif emblem shows people that THE FACE SHOP stays true to its and Napier’s formula. A formula that was created centuries ago with natural herbs lives in all the products of the brand.
THE FACE SHOP’s Core Values
Inspire by nature, THE FACE SHOP believes that every person is born with natural beauty. This belief can be seen in its core values:
| Naturalism | Variety | Value |
| Made with natural ingredients | Committed to offering its customers a wide range of products they want | Provides products at affordable prices in high quality |
Why Customers Like This Brand and Its Products
THE FACE SHOP’s slogan is “Inspired by Nature.”
This is the brand’s biggest appeal and the reason why it has entered the list of the US beauty supply. For decades, THE FACE SHOP has maintained its position in the list of top 5 K-Beauty brands. It creates products from 600 natural ingredients like fruits, plants, flowers, mineral water, oriental medicine, and grains. These ingredients revitalize and nourish the skin.
Here are the 6 features of the brand’s products:
| 100% Authentic | Imported from Korea | Against Animal Testing | Natural Ingredients | Dermatologically Tested | Recyclable Package |
THE FACE SHOP BEST 5 Products
Currently leading on the 3rd number in the K-Beauty market, THE FACE SHOP has developed a kind of a cult following, in a good way. Korean celebrities endorse the brand, vloggers do makeup tutorials with it, and the public loves the natural feel the products offer.
Following are the top 5 THE FACE SHOP products that you can find at UMMA:
Rice Water Bright Foaming Cleanser
How does a wash of brightness sound? This is what THE FACE SHOP Rice Water Bright Cleansing Foam offers. Imagine waking up in the morning and getting a dose of freshness as you wash your face. The deep-cleaning properties of this foam cleanser wipe away the makeup smoothly. A pea-sized amount gives you a whipped cream texture that envelops your skin and gently washes away the dirt. The foam is enriched with multiple natural cleansing agents such as Soapwort Extract and Rice Extract that give your skin a bright and clear look.
Real Nature Face Mask with Aloe Extract
The Real Nature Face Mask line by THE FACE SHOP offers 16 different extract and flavor options, which include aloe vera, honey, lingzhi, blueberry, lemon, kelp, cucumber, avocado, mung bean, pomegranate, rice, calendula, olive, snow green tea, snow tea tree, snow lotus, and red ginseng. The Real Nature Face Mask with Aloe Extract soothes sensitive skin. The smooth serum with oil does not contain any parabens. Since the masks contain oriental herbs, THE FACE SHOP uses an Oriental Herb Extracting Process that preserves all the minerals. The herbs are roasted, and the oil is poured into an air pocket pulp sheet that retains the herb’s nourishments and natural moisture.
Air Cotton Makeup Base
The Air Cotton Makeup Base is fortified with SPF 30 PA++ and is available in two variants, mint and lavender. The mint base neutralizes redness and is great for women with acne-prone skin. The lavender base will brighten your skin tone and give it a glow. The base has many benefits. For example, it acts as a moisturizer, is light and smooth, blends easily, has no overpowering smell, and gives you a glow like a K-Pop star. The fact that it’s affordable and long-lasting makes it a must-have.
Jeju Aloe 99% Fresh Soothing Gel
The Jeju Aloe 99% Fresh Soothing Gel is formulated with Aloe Barbadensis Leaf Extract. 99% of the gel’s formula contains this extract, which makes it the ultimate moisturizer. THE FACE SHOP aloe vera gel can be used as a facial pack, after-sun care, and a soothing moisturizer. The extract easily absorbs into the skin and does not leave a sticky residue behind. It does not contain an additive such as artificial coloring, animal oil, paraben, benzophenone, and mineral oil, which most gels contain.
Ultra Shine Lip Gloss
The Ultra Shine Lip Gloss contains glittering peals that offer a sexy and sophisticated shine. Your lips will be the envy of every party as they will garner attention. The lip gloss is available in different colors and flavors, which include Pure Twinkle, Orchid Purple, Blush Rose, Coral Tender, Pink Macaron, Blessing Red, Popsicle Orange, and Pink Delight. This lip gloss has a dewy adhering texture that creates high-volume, plump lips. The angled applicator tip allows you to apply the jelly texture easily, and the smooth groves offer a clean finish.
Conclusion
The list of best THE FACE SHOP products is pretty long, and we had a hard time narrowing it down to the top five products. The reason why the products mentioned above are quite popular in Korea and the US is that they are made with soothing extracts that are gentle on the skin.
If you are a wholesaler, partner with UMMA to keep track of the latest products from the brands mentioned above. To get the latest news about K-Beauty and THE FACE SHOP products, visit our website and subscribe to our newsletter. You can also sign up to get access to the full list of brands we offer.
