Dr. Jart+

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Dr. Jart+
Founded2004; 20 years ago (2004)
FounderLee Jin-wook
Headquarters
Seoul
,
South Korea
Area served
Worldwide
ProductsSkin care
Revenue
  • Increase US$500 million (2019)
ParentHave & Be
Estée Lauder Companies
Websitedrjart.com

Dr. Jart+ (Korean: 닥터자르트; read simply as Doctor Jart) is a South Korean skin care brand. It was founded in 2004 by Lee Jin-Wook, with consultation from dermatologist Jung Sung-jae.[1]

History

In 2003, Lee Jin-Wook (Korean: 이진욱) began research on BB cream.[2] To further develop his product, he reached out to Dr. Jung Sung-jae (Korean: 정성재), who was testing new treatments for patients with severe skin issues.[3] Lee asked Jung to invest in his product to bring Jung's formulations to a wider audience.[3] The name "Jart" was initially coined as a portmanteau of "Jung" and "art".[2] Jung remains the brand's chief dermatologist.[4]

A product from Dr. Jart+'s Water Fuse collection on display.

Dr. Jart+ was in development for three years before being launched into dermatological clinics.[1] It was officially launched for commercial use in December 2004.[2] Dr. Jart+ was first sold through e-commerce sites.[2] Its revenue in 2005 amounted to 500 million won (around $4.725million, in 2005). By 2008, sales had reached seven billion dollars.[2]

In the early days of Dr. Jart+, Lee focused mostly on exporting Dr. Jart+ from Asia, theorizing that the brand's popularity in Asian territories would translate to success in other regions.[5] The brand partnered with the Japanese department store Takashimaya in June 2009 to offer its products at the store's now-defunct Fifth Avenue location. This move made Dr. Jart+ the second Korean brand since Amorepacific to have a presence in New York.[2] It entered the American market in early 2011 in partnership with cosmetics retailer Sephora, offering two BB creams at ten of its then-locations.[5][6] The brand has since expanded to sell 50 products at Sephora outlets globally.[5]

Products

A Dr. Jart+ gift set featuring an assortment of samples from its Cicapair and BB Cream lines.

Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue:

  • Cicadae — utilizes tiger grass (centella asiatica) to "calm redness and soothe irritation"
  • Ceramiden — 5-Cera Complex (ceramides) to "restore and repair the skin barrier"
  • Water Fuse — Aqua Mineral Complex (minerals) to impart skin hydration
  • BB Cream — "beauty balm"
  • Dermaclear — Hydrogen Bio Water (micellar solution) to cleanse and exfoliate skin
  • Water Drop — hyaluronic acid; features a "unique emulsion system" that "bursts into tiny water droplets"
  • Peptide — 8-Peptide Complex (peptides)
  • Focuspot — patches composed of "micro tips" to target specific conditions
  • V7 — V7 Multi-Vitamin Complex (vitamin B3, C, F, K3, B5, E, and H)
  • Cryon Rubber — with patented technology to moisturize and intensely soothe

Brand identity

Dr. Jart+ is considered to be one of the brands that led the Korean beauty wave.[7] It avoids celebrity endorsements in favor of its own animations to communicate a sense of wittiness.[5] In 2018, its branding and packaging was refreshed, starting with its newly created Ceramidin line.[8][9][10]

According to Ju Rhyu, a business-to-business consultant, Dr. Jart+ already has a "very clear brand identity" and is therefore keen to downplay the K-beauty angle.[11]

References

  1. ^ a b Austin, Clare (February 27, 2017). "Just what the doctor ordered: the philosophy of Dr.Jart+". The Moodie Davitt Report. Retrieved December 5, 2019.
  2. ^ a b c d e f Nam, Seung-ryul (June 19, 2009). "[창업열전] 기능성 화장품 '해브앤비' 이진욱 대표, 온라인서 출발···백화점 입성". The Korea Daily. Retrieved December 5, 2019.
  3. ^ a b "Shop Dr. Jart+". Birchbox. Archived from the original on December 5, 2019. Retrieved December 5, 2019.
  4. ^ "Is it Worth Wearing A Facemask Overnight?". Yahoo Beauty. October 2, 2014. Retrieved December 5, 2019.
  5. ^ a b c d Collins, Allison (May 29, 2018). "Dr. Jart Founder Talks BB Cream and 'Crazy' Meetings". WWD. Retrieved December 5, 2019.
  6. ^ Meltzer, Marisa (October 29, 2014). "South Korea Exports Its Glow". The New York Times. ISSN 0362-4331. Retrieved December 5, 2019.
  7. ^ Auto, Hermes (2019-12-12). "Korean cosmetics wave turns architecture major into billionaire | The Straits Times". www.straitstimes.com. Retrieved 2022-01-31.
  8. ^ Baird, Richard (January 15, 2018). "New Package Design for Dr Jart+ by Pentagram". BP&O. Retrieved December 5, 2019.
  9. ^ "Dr. Jart+ — Story". Pentagram. Retrieved December 5, 2019.
  10. ^ "TECSOLA Skincare". Tuesday, March 24, 2020
  11. ^ Wischhover, Cheryl (August 3, 2017). "Why No One Single Brand Is Winning K-Beauty". Racked. Retrieved December 5, 2019.
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