Alexami launches in South Korea

Australian natural mineral make up brand, Alexami Cosmetics, is going from strength to strength and has recently expanded into South Korea.

Inspired by nature, Alexami's professional quality mineral makeup and cosmetics are stocked exclusively through spa and beauty industry outlets across the country.

Natural and organic cosmetics are becoming increasingly popular in emerging markets with consumers becoming more sophisticated and willing to spend on non-essential items.

Alexami have reported that South Korea have recently experienced several safety-related scandals in the beauty and personal care industry, which has resulted in heightened consumer awareness of product safety and increased demand for natural and organic products.

Culturally, many Asian women are already familiar with natural ingredients from traditional medicine and these ingredients perceived to enhance beauty without harmful side effects, and thus natural products continue to appeal to the Asian market.

Despite the economic downturn, Korean consumers still showed a preference for premium products.

Alexami Cosmetics founder Alenka Dirnbek created Alexami on the philosophy that looking good shouldn’t come at the expense of your health or the environment.

After researching pure ingredients, she developed the Alexami mineral makeup range to share Australia’s natural beauty secrets with women all over the world.

This ecologically and socially responsible code of ethics is central to the brand, so when looking for distributors in each country, Dirnbek wanted to ensure Alexami would be represented by companies who understood the importance of natural products and non-toxic ingredients and were committed to health and the environment.

Distribution in Korea came about through Dirnbek’s friendship with founder and CEO of Mukti Botanicals – an Australian company who share a similar eco-friendly and pro-organic code of ethics with Alexami.

Mukti introduced Alenka to her Korean distributor who fell in love with Alexami products and within months, a deal was done.

Alexami will be stocked in the same retailers as Mukti Botanicals and will also be available through the Alexami Korea website –

Alexami provide Australian distributors with product knowledge training videos and power point brand and training presentations that help them educate their stockists, and international distributors enjoy the same support.

Dirnbek aims to expand the brand to other international markets in 2011 and continue developing the high quality, truly natural products that Alexami is known for.

“My focus is to develop more unique products, work on limited editions and offer something new on regular basis. This is where my passion is,” she says.

“We are preparing to launch Alexami in more European countries, as well as Asia and hopefully the Middle East.”

Contact: Alexami Cosmetics 07 5593 7452.


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