Cosmetics for the millennial set
After earning a degree in fashion design from Kingston University in the UK, Pailin Umphuj joined the Mall Group’s subsidiary company, M Curated, a distributor and retailer of fashion and lifestyle products.
The Mall Group’s gorgeous heiress became more interested in the cosmetics industry after importing 3CE or 3 Concept Eyes — a cool beauty brand under Korean fashion label Stylenanda.
As a curator of cosmetics, she then acquired the rights for M Curated to be the sole distributor of Chosungah Beauty 1989, whose playful products are retailed at the Paragon department store and the Mall Bangkapi’s Beauty Playground.
“There are so many options in the global market. Trend is one factor when we search for a new brand to bring to Thailand. If the brand is well known then it is a bonus,” said Pailin. “The most important factor is the fundamental of the brand, which needs to update itself and stay relevant in order to survive in the competitive cosmetics industry. The quality of the product, the concept of the brand, the right pricing are among the factors we look for in a brand.”
Thais may not be familiar with Chosungah Beauty 1989, which, like 3CE, has a mass following in South Korea. The make-up-artist brand is also available in other countries, including the US.
“The ongoing popularity of K-beauty is one thing in choosing Chosungah Beauty 1989 as M Curated’s second cosmetics brand,” Pailin said. “It also stands out with innovative yet user-friendly products in appealing packaging, meeting many women’s needs to easily apply their own make-up.”
The cosmetics industry has been growing every year, with new brands expanding a variety of affordable options, along with the increasing number of multi-brand beauty retailers and bloggers driving the beauty boom.
“For the last two to three years, it has been about ‘newness’ — new offerings, new ways to promote the brand and products through social media — which particularly appeals to millennials,’’ she said.
Herself a millennial, Pailin prefers a natural make-up look with fresh flawless skin. Her beauty bag is filled with long-lasting formulas, since she doesn’t want to reapply make-up throughout the day.
Even without wearing make-up, the young executive is a beauty.
“Confidence and smile will enhance your beauty with or without make up,” she said on how to turn heads.