Make-up powder puffs: EasyPowder, the Korean company offers more

One of the leading Korean manufacturers of make-up powder puffs and sponges, the EasyPowder Company, part of the Daehyun Cosmetic Goup, is marketing a very cleverly devised product.It is a powder puff with the inside containing either a powder or a liquid product (loose powder, mineral powder, foundation, BB Cream, CC Cream, blush, baby powder etc.). Before use, you simply need to bend it two or three times to release some of the product contained inside. Therefore, the puff will only deliver on the skin the desired amount at the time of application and keep the rest of the product inside for the next application. The end with compacts opening accidentally, spilling some of the product in the handbag. The user is also sure to have her powder or liquid product fully protected inside the puff. Of course, the whole of it (puff + trapped product) is presented in an airtight compact to ensure good product protection and preservation.

Objective: exports!

“This system was, of course patented,” says Sung Wook Lim, CEO of EasyPowder. The Daehyun Corporation Group has carved a name for itself in Asia: created in 1963, the firm specializes in manufacturing powder puff to distribute them according to demand from various domestic and international cosmetic corporations. Furthermore, for approximately 50 years, it has established a cooperated partnership with Japan in interchanging technological information and currently owns various new materials and techniques for manufacturing high quality powder puffs. “Our main goal explains Sung Wook Lim, is to enter the field of cosmetics through innovative ideas and research in the current flow of the market using the expertise and experience we accumulated over the past 50 years”. With a turnover exceeding USD 5 million in 2013, the Korean company appears as one of the largest manufacturers in its domain with a production exceeding 15 million units per year. Main objective for the company in the coming months, increase its market share overseas which currently only accounts for 7% of its activity.