More consumers are choosing cosmetics after carefully double-checking ingredients even though they are buying the same product. Applications to compare the ingredients for each cosmetic have also appeared long ago. 'Heart Face', which is receiving support from the Gwangju Institute of Science and Technology, has been focusing on the development of cosmetics without harmful ingredients for consumers who are sensitive to certain ingredients. Recognized for the excellence of products, Heart Face has also signed MOUs with famous Vietnamese companies since 2017. We organized our questions on the company and product in Q&As through an interview with CEO Seong-hee Lee of Heart Face.
(Photo: CEO Seong-hee Lee of Heart Face)
Q: Could you introduce about your company to us?
A: Heart Face is a company established with a motto of 'Loved Face and Lovely Face'.
Q: Could you talk about the core human resources that are leading the company?
A: Our personnel consists of 2 researchers, 2 marketing specialists, and 1 overseas sales representative, and our sales and managers are working in Vietnam.
Q: What is the product/service/solution/technology you are introducing to us?
A: Heart Face cosmetics consist mainly of skin care products which come out in 5 types. We've also been consistently developing cosmetic products such as BB and CC cream. We have thought of consumers who are more sensitive to certain ingredients by adding organic sacha inchi oil extract to our products. This is a safe product extracted from sacha inchi which was cultivated by an organic method in Peru; we directly import and add it for food and cosmetics production. Sacha inchi fruits provide an antioxidation function because they contain more than 98% of omega 6 and omega 9. Sacha inchi can be put on face as oil but it is toxic if the natural sacha inchi is applied as is. Thus, Heart Face is conducting research and development to raise the product function at the best mixture ratio with other composites after removing toxicity. Heart Face's products aim to become 'safe to eat and apply'.
Q: What are the strategies that differentiate your company from competitors?
A: 'Captivated by the easily affordable price range' is the first strategy, and the second strategy is the 'product power' itself. The third strategy is to trigger repurchase through a mailing service instead of a one-time purchase.
Q: What are the specific achievements you've made so far?
A: We've signed an MOU with 'Viettel', one of the top 3 telecommunications service providers in Vietnam, since 2017. We are also discussing advertising and marketing with other companies.
Q: What are your future plans?
A: We plan to develop cosmetics using sacha inchi and build a system that can solve R&D, manufacturing, distribution, and marketing at once for the 4th industrial revolution. Heart Face's final goal is to distribute the products of not only ours but many companies under the name of Heart Face and become a franchise like Sephora and Olive Young.
The Gwangju Institute of Science and Technology was established to nurture talented human resources of advanced science and technology, promote collaborative researches with industries and education/ research with foreign countries, and contribute to national science technologies and balanced regional development. The institute is carrying out plans such as building a global campus equipped with global competitiveness through the 'Cradle of creative science and technology for the future', proposing an innovative research model through collaborative global convergence research and convergence across academic disciplines, and nurturing human resources for youth startups for generating national growth engine. The IR pitching video created with the support of Gwangju Institute of Science and Technology is one of the projects to successfully attract investments for excellent startup companies.