{"id":498,"date":"2026-04-25T09:42:09","date_gmt":"2026-04-25T09:42:09","guid":{"rendered":"https:\/\/kstories.kr\/en\/fab260422001-en\/"},"modified":"2026-04-27T05:44:13","modified_gmt":"2026-04-27T05:44:13","slug":"fab260422001-en","status":"publish","type":"post","link":"https:\/\/kstories.co.kr\/en\/fab260422001-en\/","title":{"rendered":"Labiotte Launches 5 Ultra-Low-Cost ‘Collagen PDRN Sun Care’ Products at E-Mart"},"content":{"rendered":"
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Labiotte Launches 5 Ultra-Low-Cost 'Collagen PDRN Sun Care' Products at E-Mart<\/div>\n

Global cosmetic brand Labiotte (CEO Kim Ok-yeop) is embarking on a strategy to target hypermarket channels by launching an ultra-low-cost sun care line through E-Mart. As ‘value-for-money’ consumption spreads due to prolonged high inflation, Labiotte is precisely targeting practical consumers with its daily sun care product line, which combines functional ingredients with an anti-aging concept. Labiotte has launched a skincare-type functional UV sun line at E-Mart. The concept of this new product is a ‘skincare-type functional UV sun line that protects the skin from photoaging (UV-aging),’ characterized by its segmented functions addressing various skin concerns such as elasticity, moisture, and soothing, in addition to UV protection.
This line is an extension of Labiotte’s emphasized strategy of ‘efficacy-focused anti-aging based on skin-friendly patented technology.’ Labiotte has been strengthening its brand image as ‘anti-aging proven by results’ by researching ingredient efficacy based on its skin-friendly patented technology ‘AMIDERM’ and designing products centered on human application tests and efficacy indicators. Labiotte has set its core target as women in their 30s to 50s. The strategy is to simultaneously aim for ‘immediately perceivable efficacy’ and ‘satisfaction compared to price,’ targeting the age group where aging concerns such as loss of elasticity, wrinkles, and sagging become prominent.
This strategy also reflects the recent spread of the slow-aging trend, an increase in demand for daily routine anti-aging, and a higher preference for ‘evidence-based efficacy’ due to fatigue from excessive online information. The new products consist of five types, prominently featuring collagen and PDRN. It is explained that the concept of ‘skincare-infused sun care’ has been realized by combining collagen, which supports weakened skin structure from UV exposure, and PDRN, which helps restore skin condition deteriorated by UV irritation.
The lineup consists of five types: ‘Collagen PDRN Tone-Up Sun Cream’ with added tone correction and base functions, ‘Collagen PDRN Glow Sun Essence’ emphasizing radiance and moisture, ‘Collagen PDRN Fresh Sun Gel’ focused on cooling and soothing, ‘Collagen PDRN Mild Sun Cream’ for sensitive skin, and ‘Collagen PDRN Airy Sun Stick’ emphasizing oil and sebum care. Each product is segmented according to user experience and skin concerns. The Tone-Up Sun Cream offers a corrective function that doubles as a makeup base, the Glow Sun Essence provides a dewy glow expression, the Fresh Sun Gel offers a refreshing cooling sensation, the Mild Sun Cream provides a daily low-irritation user experience, and the Airy Sun Stick promotes a soft, non-greasy finish.
The capacities are 35g for sun cream, 35ml for sun gel products, 30ml for sun essence, and 16g for sun stick. They are priced at a reasonable 5,000 won, considering E-Mart’s channel characteristics. Labiotte’s entry into E-Mart this time is significant in that it aims to preempt the demand for ‘ultra-value K-beauty,’ considering that hypermarket cosmetic sections have recently been reorganized around large-volume, practical, and functional products amidst an economic slowdown and the aftermath of high inflation.
Sun care, in particular, is a product with distinct seasonal demand and a high repurchase rate, making it advantageous for securing initial consumer contact upon entry. Labiotte stated that as the trend of practical consumption has recently expanded, ultra-low-cost cosmetics in hypermarkets, which lower prices while enhancing features such as ingredients and user experience, are gaining attention. Labiotte plans to meet supermarket customers as a truly value-for-money cosmetic brand with its firm patented technology, functional ingredients, and strategy of segmentation by skin concern.
Labiotte’s ‘Collagen PDRN Sun Care’ line will be a wise choice for skin health and beauty that cannot be overlooked even in an era of high inflation. Attention is drawn to whether Labiotte’s new products, armed with reasonable prices and proven efficacy through E-Mart, will inject new vitality into the K-beauty market.<\/p>\n

English-Korean Version<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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