LG H&H Follows the Upcycling Trend and Launches New Awareness Beauty Brand

LG H&H recently launched new conscious beauty brand UGLY LOVELY, which upcycles "ugly crops" into ingredients to meet the growing demand for sustainable cosmetics.

The South Korean conglomerate joins a growing number of companies using waste from the food industry to create ingredients for cosmetics.
With Asia rated as one of the fastest growing natural beauty markets by industry players, LG H&H hopes to capture market share with UGLY LOVELY.

"In addition to the expansion of sales channels, competitive prices, and unique packaging, the concept of conscious beauty has been welcomed by consumers. Therefore, LG Household & Health focuses on the hidden value of discarded agricultural products or by-products and launched "UGLYLOVELY," It exudes a cheerful and humorous atmosphere.

“The brand is focused on telling the story of ugly crops being regenerated into raw materials for beauty products. We plan to expand our product line to include more skin care products as well as lip care and hand care, aiming to evolve the brand to reflect customer preferences and values.” the company said.

UGLY LOVELY's product lineup includes five products, namely two wash-off masks, two face masks and one sleeping mask.

All products are said to be formulated with ingredients with a natural origin index of 90% and above, are based on ISO16128 standards, and have been certified as vegan by the Korean Vegan Certification Agency. The brand considers sustainability from ingredients to containers and packaging materials, including box packaging made from 100% recycled paper.

In addition, the mask pack uses 100% waste plastic pyrolysis oil as the raw material for its container, lid and spatula, while the sheet mask is an upcycled coated sheet made from Japanese cane and packaged in a plastic bag made from 48% recycled plastic.

In addition, the mask pack uses 100% waste plastic pyrolysis oil as the raw material for its container, lid and spatula, while the sheet mask is an upcycled coated sheet made from Japanese cane and packaged in a plastic bag made from 48% recycled plastic. into a small bag.
Its star product, the Fig Mask, is a sugar scrub containing pesticide-free fig extract grown in Jeollanam-do and ground food byproducts like walnut shells and apricots.

A soft balm with a texture reminiscent of fig jam provides hydrating care, while sugar scrub granules gently exfoliate dead skin cells. It claims to contain no additives, including synthetic fragrances, and has been tested for skin irritation.
The grapefruit extract used in the grapefruit mask comes from Gaoxing County, South Jeolla Province, which accounts for about 40% of the country's grapefruit production.

Formulated with ingredients like vitamin C and niacinamide, this wash-off mask has a fresh citrus scent and a subtle warmth "like a steam towel."
As part of the campaign, a week-long pop-up store was held in November at a beauty selection store in Hyundai Seoul Mall to increase consumer awareness of upcycling and provide special event promotions.