Korean minimalism

The CLE Cosmetics range of five products combines the sophisticated formulation of Korean beauty products with packaging and branding designed to appeal to the Western market. The typical Korean skincare regime comprises between 10 and 15 steps, but CLE’s smaller offering is designed to appeal to time-poor consumers who are interested in Korean beauty. Its clean aesthetic reflects its refined, minimal ethos, and sets the brand apart from the more colourful product lines that are dominating the market.

To aid experimentation and efficiency, many of the products in the line are multi-functional, such as the melting lip powder, which turns into a pigmented matte that doubles as a cheek tint. Active ingredients such as bamboo extract, natto gum, blueberry extract, niacinamide, snow lotus flower extract and hyaluronic acid are used to create a natural glow for the minimalist CLE woman.