Hourglass Partners with Actress Park Gyu-young for Phantom Blur Balm Launch

On the 10th, luxury vegan makeup brand Hourglass, distributed by Shinsegae International, announced actress Park Gyu-young as its new domestic brand partner. This collaboration aims to penetrate the lip makeup segment with the launch of the Phantom Blur Balm, following the success of the bestselling Phantom Volumizing Gloss Balm.

This partnership comes at a critical time as Park Gyu-young expands her influence across domestic dramas and global OTT series, offering Hourglass a chance to align its brand identity with her sophisticated image. This strategic positioning not only enhances the brand's premium aura but also serves to reinforce consumer trust through a familiar face in the competitive beauty landscape.

The introduction of the Phantom Blur Balm is a continuation of Hourglass’s successful Phantom line, which previously set trends with its glossy finish. Unlike its predecessor, the Phantom Blur Balm is designed to maintain the natural texture of the lips while subtly smoothing fine lines and dryness—an approach that directly addresses consumer demand for versatile, high-performance products.

Infused with a hyaluronic acid gel base, this product promises a smooth application reminiscent of cashmere. Moreover, its formulation is designed to provide long-lasting comfort while being free from animal-derived ingredients, appealing to the growing segment of ethically-conscious consumers.

Available in five soft tones, including shades like Neutral Pink 'Echo' and Warm Beige 'Spell', the Phantom Blur Balm allows users to customize intensity and tone with ease. This adaptability positions the product as an essential in consumers' beauty routines, potentially improving repeat purchase rates and customer loyalty.

The product is also compatible with existing lines, enabling users to layer it with the Phantom Gloss Balm for added shine or pair it with the Shape and Sculpt Lip Liner for a refined look. Such versatility not only broadens the application potential for the consumer but also serves to enhance the brand's portfolio strategy by integrating multiple product lines.

Shinsegae International's representative commented that the Phantom Blur Balm is tailored for clients seeking both soft matte finish and natural lip texture, suggesting a focused strategy on tapping into luxury lip makeup demand that spans from glossy to matte finishes. The brand's commitment to innovation and customer satisfaction highlights its positioning within the booming K-beauty market and the global beauty industry.