LG is getting into the cosmetic business by adding a cosmetics line that allows consumers to pair their new offering with their home beauty brand Pra.L, which has not been launched in Australia at this stage.
Primarily available in the Asian markets, the cosmetics line would accompany the Pra.L line, which includes various tools such as an LG Pra.L Ultrasonic Face Cleanser and the luxe LG Pra.L Derma LED Mask.
“We may go through joint research and development (with a local manufacturer). The cosmetics maker will likely be in charge of production, while LG would be responsible for the sales,” an LG Electronics official said.
Nonetheless, the official shared with the Korea Herald that it is premature to share specifics of the corporation’s potential emerging cosmetics business.
In its standard shareholders meeting earlier this year, LG announced that with the addition of the cosmetics line, it would be looking for external specialists.
To lead the charge for the cosmetics product development for the Pra.L brand, LG poached Nam Hye-Seong, the former head of Sulwhasoo, as its new home beauty director.
The Pra.L brand launched in 2017, with the newest beauty appliance coming soon next year.
