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Fresh NewFace: LG H&H Launches Vegan Make-Up Brand Targeted at Younger Consumers via Cosmetics Design Asia

August 30, 2022

South Korean consumer goods conglomerate LG Household & Health Care (LG H&H) has launched Freshian, a vegan-certified colour cosmetic brand in bid to attract the young
set of millennial and Generation Z beauty consumers.

The company describes Freshian as a ‘high-performance vegan brand’ and its first fully vegan-certified brand that it has launched.

The new brand debuted with two types of cushion compacts, a range of lip balms, and a sunscreen. According to the press statement, the products were designed to ‘soothe the skin’ with ingredients including five types of hyaluronic acid and madecassoside.