South Korean company Tony Moly has launched into Pakistan, bringing K Beauty to the country through a dedicated website, with plans to launch a standalone store within a year.

The company is looking to bring natural and organic products to Pakistan in order to compete amongst the slew of multinational brands filling up the health and beauty market, with Tony Moly Vice President Young Ro Yoon stating that Tony Moly wants to offer products that are 100 percent safe for the skin.

Ro Yoon highlighted the lack of control surrounding skin care and beauty ingredients, with local products not being up to international safety standards.

Speaking at the launch in Lahore, Pakistan, Ro Yoon said, “This was the reason that we decided that the people of Pakistan should be given 100 percent natural and harmless products which are being used by millions of people across the world.
“Tony Moly’s focus is completely on the safety of its consumers and this is the reason that we have already established a Research & Development Department that remains busy in researching safer and quality products the whole year.”

The company, which is known for its quirky packaging, is also looking to educate consumers within Pakistan on the dangers of using products containing harmful chemicals, commenting that buyers in the country are not generally aware of the implications of these products.

In order to achieve this the company is planning to launch an awareness campaign throughout the country regarding the hazardous ingredients in their products, suggesting a large portion of its budget had been allocated to the campaign.