The Korean skincare market has been known to be famously saturated, but Vicky Cullinane, co-founder of Lemon & Beaker, saw that as an opportunity rather than a barrier.
“A saturated market is an educated market. Korean consumers know what excellent skincare looks and feels like and are willing to embrace something new if it’s genuinely exceptional,” said Cullinane.
It was also a natural choice since co-founder, Hannah Williamson, has strong roots in Korea through her personal background and her family’s business, giving the duo invaluable local insight.
Korea offered the ultimate testing ground to prove that clean, science-backed products could stand out, and Lemon & Beaker aim to be at the forefront of clean skincare, showcasing New Zealand’s native ingredients globally.
“Our success in Korea is a powerful validation that we’re on the right path.”
From the start, the co-founders listened closely to their partners on the ground and developed formulations tailored to Korean consumers’ preferences, combining New Zealand ingredients selected for their benefits to evoke the purity and untouched nature of New Zealand.
Korea’s retail environment is unique, with TV home shopping playing a huge role in building credibility. Lemon & Beaker invested in this channel and partnered with a popular Korean host who even visited New Zealand to film the brand story, which built authenticity with consumers.
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