Joining the ranks of LVMH’s Cha Ling and L’Occitane’s Erborian, Beiersdorf created Chaul exclusively for the Asian market. The concept was launched in under ten months by the Nivea Accelerator (NX), Beiersdorf’s innovation hub based in Seoul. The three-SKU skincare range is based on fermented tea from South Korea’s Hadong region and the result of deep consumer studies, package design, and digital marketing.

“The Korean market is playing a pioneering role in Asia when it comes to developing innovative beauty products and digital technologies. With the face care brand Chaul, we are launching a product range that was exclusively developed for the consumer needs of the Asian market by our Korean team,” explains Stefan De Loecker, CEO of Beiersdorf AG.

The face care range includes the “Early Ritual Water Essence,” the “Early Ritual Ampoule,” and the “Early Ritual Cream.” All three products counteract wrinkle formation and support an even complexion.

The brand will launch in South Korea, one of the world’s most competitive skincare markets, managed by the NX Accelerator team as an in-house start-up. Beiersdorf has its own local platform, which provides optimal conditions for launch. A regional rollout will follow with an eye to the Chinese market.

“Our aim was to develop a skin care range fully targeting the skin care needs of Korean consumers. First consumer feedback is extremely positive, so we are very confident about this brand,” says Endrik Hasemann, General Manager of Beiersdorf Korea and NX co-founder.