“Healthy protection for your skin against modern pollutants.”

Dirt phobia, an emerging Korean skincare brand

Red Ocean Market Entry Records KRW 2 Billion Sales

The Korean beauty market has long been a red ocean market. Thousands of new products are launched in the market daily while brands seem to come and go overnight. In this reality, it is difficult for a new brand to succeed. However, there is a brand that, by targeting Korean customers with acne and oily skin, has established itself within 2 years of its launch. This brand is dirt phobia with its slogan: “Healthy protection for your skin against modern pollutants.

As its tagline shows, Dirt phobia is a brand that studies the contaminants of everyday modern life that damage the skin and the variety of factors, both innate and genetic, that cause skin problems. Based on its research, Dirtphobia develops skincare solutions that protect the skin and reject pollutants. Dirt phobia’s development process, which sets it apart from other brands, caused a series of stockouts right after launch, recording 2B KRW sales and hitting the jackpot.

Product power through differentiated product development

Sebum film formed on the skin

Dirt phobia has signed an agreement with Korea’s top R&D center to research and identify approx. 140 types of pollutants and 250 substances present in our modern daily life that attack the skin. These have been categorized into four types: direct, indirect, natural environmental and everyday environmental. The Effectem D series, the initial released series, is a line of products for problem skin, and it represents an ambitious result of Dirtphobia’s research know-how.

Effectem D: Serum Solution

Blackheads resolved by 34.5%, whiteheads by 34.8%, sebum by 28.3% and sebum volume by 20.2%

”Effem D: Solution Serum” rated as suitable for use on acne-prone skin after 4 weeks of product use through analysis of lesion count measurement, oil analysis of sebum, facial sebum index analysis, etc. compared to before using the product.

Unlike ordinary skin, skin with recurring problems (eg acne or excess sebum) often has a thin film of sebum on the surface. Once the film of sebum has formed, it is not easily removed regardless of the wash because it can only be removed by regularly using specific materials. Dirtphobia’s Effectem D series was developed to provide precisely these.

Effectem D: Solution Ampoule Serum

In this regard, the company’s flagship product, Effectem D: Solution Ampoule Serum, is particularly noteworthy. This one obtained excellent results in clinical tests, conducted by a renowned Korean institution, on acne-prone skin. Thanks to the recognition of the potency of Effectem D: Solution Serum, after its launch, production could not meet the demand, which led to the product being out of stock several times. Production has since stabilized, with the product seeing a buyback rate of over 70% and continuing to receive positive reviews.

A golden rule: Combine good performance and good ingredients

People with sensitive skin are Dirtphobia’s main clientele. For this reason, right from the development phase, the company excludes any ingredient (often these are artificial fragrances and colors) that have the slightest risk of irritating the skin. So, our focus on our customer base means that safe ingredients are the guiding principle of Dirtphobia’s work. You might think that ingredients that aren’t harsh on the skin are generally less effective, but depending on how the ingredients are formulated, these skin-friendly ingredients can be both safe and beneficial. Dirt Phobia doesn’t use ingredients just because they work. That’s why, compared to other brands, it takes longer for Dirt phobia to launch new products. The ingredients in Dirtphobia are all confirmed to be safe and are certified to have a skin irritation index of 0.00 by clinical skin irritation testing conducted by a research institute. Currently, the Effectem D series consists of an ampoule (Effectem D: Solution Serum), a toner (Effectem D: toner), a cream (Effectem D: cream) and a cleanser (Effectem D: Cleaner Solution), and more diverse product lines are about to be launched.

The power that was chosen by male and female customers aged 20-30

Women are often perceived as the main customers of skincare brands, but again, Dirt phobia is different. Although it is not a brand dedicated to men’s skincare, 55% of its customer base is male. Before launch, no one at Dirt Phobia could imagine a male customer applying a dropper of Effectem D: Solution Ampoule Serum to their skin. This could well be because the product line targets oily, problem, and acne-prone skin types. Although the series is not cheap, it seems that the power of the product, based on the principles of Dirtphobia, plays a key role in attracting many male customers to make regular purchases online.

Start of overseas expansion

Image: Dirt Phobia Effectem D: Solution Ampoule Serum

The Dirtphobia brand was created in 2019 in Korea where its products were only available until now. However, from the second half of 2022, Dirtphobia products will be available in various countries through Amazon, Shopee, Lazada, Rakuten, etc. Currently, Dirtphobia products are available in countries such as the United States, Singapore, China, Japan, Malaysia, Taiwan, etc., and the company plans to continue expanding its overseas distribution channels to reach customers in other countries. Just as it has always received a great response from Korean customers with problematic skin, Dirtphobia’s products are already getting a good reception from their overseas customers.

Official Dirtphobia Mall: www.dirtphobia.com

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