Meet meeth, a Japanese luxury skincare brand founded by celebrity turned entrepreneur, Sonmi! Focusing on ‘skinimalism’, and incorporating cutting-edge research, meeth was met with quick success when it first launched in Japan, and has since expanded into other parts of Asia such as Malaysia, Singapore, Taiwan, and China!
Starting a brand is not easy, especially in the cut-throat skincare industry. That’s why staying relevant in this competitive field can seem impossible for small brands. Yet, Sonmi still managed to venture outside of her modeling and acting career and set foot in the J-Beauty industry.
With a passion for skincare, a commitment to using only the best ingredients, as well as her own desire to make quality skincare products available to everyone, Sonmi has always taken an experimental approach to skincare and figuring out what works for her. She learned how different ingredients function to improve specific skin problems, as well as what should be used to maintain skin quality throughout the process.
During her time as a model and actor, she was always praised for her flawless complexion, and she was also keen on discovering more about skincare. Despite having tried many products, she felt a lack of a comprehensive, natural skincare solution, which was what catapulted her to officially start her skincare line, meeth!
Sonmi was able to use meeth to further her belief in intertwining inner and outer beauty, allowing individuals to fall in love with their skin and gain self-confidence. meeth’s values of environmentalism, minimalism, and sustainability are also reflected in its product range, which consists of only a few essentials for a comprehensive skincare routine.
To ensure that the products can be used by all skin types, meeth focuses on creating solutions that are gentle on the skin. Hence, each product is carefully designed with naturally-derived materials that are engineered to nourish the skin from within. For example, the Ceraderma Essence comprises a delicate blend of floral and plant extracts including chamomile, bodaiju, yagurumagiki flower, and tokinsenka flower extracts that help soothe and nourish dry and sensitive skin while also enhancing the moisture barrier of fragile skin.
meeth‘s Night Cream, which took two years to develop, provides deep hydration, and uses antioxidants found in natural sources, such as spirulina extract, cherry leaves extract, and hyaluronic acid to counteract the ageing effects of the blue-light our screens expose us to every day!
In line with Sonmi’s values of environmentalism, meeth ensures that everything they make and deliver is recyclable, made from recycled materials, and is kind to the earth. meeth uses corrugated cardboard for packaging, has a refill scheme for products, and abides by a zero-animal testing policy.
“Being an entrepreneur is not easy,” said Sonmi, who wrestled with being a person in the public eye while trying to become her own boss, with no prior experience. She added that it all boils down to “effort, sleepless nights, never giving up and fundamentally surrounding yourself with the right people who can help you.”
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