Beyond cosmetics: K-beauty brand Clio debuts beauty-from-within supplements in Japan

TRUE RX is developed and released under Clio’s subsidiary called Clio Life Care.

The introduction of the brand in Japan follows the firm’s recent efforts in widening its footprint in this market, particularly in the offline channels.​

In a survey conducted by Macromill Group and published in October 2023, which included approximately 30,000 consumers, Clio was selected as the top cosmetics brand preferred by Japanese teenage girls.

For the initial phase, three products from TRUE RX are now available at about 150 MatsuKiyoCocokara outlets and on the drugstore chain’s official online store.

MatsukiyoCocokara & Co operates over 3,400 drugstores and dispensing pharmacies across Japan.

“Starting with this, we plan to strengthen brand presence among Japanese consumers by emphasising that TRUE RX is a beauty-from-within brand created by Clio, the number one brand preferred by young Japanese females.​

“As drugstores are the most popular distribution channel used by Japanese consumers, we target to increase [our presence] to 800 stores by the end of the year. Due to the successful launch in Japan, we look forward to expanding and doing well in other markets in South East Asia and the US,” ​the brand said.

As part of the launch, a month-long pop-up event was held at the health functional food section of MatsukiyoCocokara stores in Shibuya Dogenzaka and Ikebukuro in September.

“We have seen numerous customers flocking in since the first day of the pop-up. It is believed that our brand philosophy of providing healthy beauty-from-within solutions for women through clean label products, which exclude the use of unnecessary ingredients and are developed based on dermatology, has led to the interest from Japanese consumers.”​

From the inside out​

The three TRUE RX products that have been launched in Japan are namely Rich Collagen White G, Rich Collagen, and Rich Elastin.

In particular, Rich Collagen White G, with the “G” representing glutathione, is said to be a top-selling product in the health food category at Olive Young in South Korea. Its popularity is attributed to its effect in revitalising dull skin and fatigue recovery.

Best known as a powerful antioxidant found in body cells, glutathione has various important functions, such as repairing damaged cells and immunity support.

In skin care, it has been reported to help improve skin discolouration, even out skin tone, enhance skin elasticity, and reduce wrinkles.

Formulated with L-glutathione yeast extract and white tomato, Rich Collagen White G comes in a raspberry flavour that the brand believes is “easy to drink on a daily basis”.

Additionally, each packet of Rich Collagen contains 3,270mg of fish collagen and has a peach flavour, while Rich Elastin comprises 300mg of elastin protein and a grapefruit flavour.

“Utilising the know-how cultivated over 30 years since Clio was established, TRUE RX’s products have been developed​ using reliable and high-performance ingredients based on many years of research and carefully selected by a term of renowned experts in the health food field in Korea.​

“By focusing on products that benefit both the inside and outside of the body, Clio aims to provide comprehensive beauty support.”​