Newselect announced on the 10th that it has launched HYSST, a performance skincare brand tailored for men, thereby expanding its beauty portfolio.

This strategic move is part of Newselect's broader efforts to enhance its brand value through a diverse array of skincare brands, including the functional skincare brand CHARDE, the acne treatment line EIOM, and the hair care brand TRICONIX. By introducing HYSST, Newselect positions itself to capitalize on the predicted growth of the men's cosmetics market, expected to achieve a value of 1.23 trillion won by 2029.

The HYSST brand reinterprets men’s skincare beyond mere products, presenting a systematic approach to daily skin condition management. This shift signifies a broader trend towards integrated skincare routines that emphasize efficiency without sacrificing effectiveness, an appealing proposition for today's busy male consumers.

The initial product offerings include a daily care lineup that addresses core male skin concerns such as sebum, dead skin cells, and pore management. The 'Pore Sparkling All-in-One' product combines the functionalities of toner, lotion, and essence, streamlining the skincare routine while maintaining moisture balance and pore care.

The 'Trouble Peeling Swap' adds a performance care dimension to daily skincare, innovatively reformatting traditional toner pads into user-friendly cotton swabs. This design not only enhances usability with big-sized swabs and individual packaging but also incorporates formulas that address both sebum control and skin calming, further elevating the brand's value proposition.

Notably, Newselect leverages its advanced skincare technology and proprietary ingredients across the entire product line, reinforcing both user convenience and product competitiveness. This ensures that HYSST not only enters a competitive market but does so with distinctive advantages.

The introduction of HYSST reflects an industry-wide signal toward a more tailored and functional approach to men's grooming, suggesting future market dynamics will increasingly favor brands that prioritize effective solutions over traditional cosmetics. This strategic brand expansion could also pave the way for increased international partnerships and distribution channels aimed at enhancing global market reach.