'Aromatherapy is booming': Aromatica aims to expand offline in promising US market – CEO

The company began expanding its reach overseas 10 years ago. Initially, it found success in markets like Japan despite not having many chances to expand offline, CEO Jerry Kim told CosmeticsDesign-Asia​.

Today, the company is zeroing in on the US market, as it has observed rising interest in aromatherapy.

“In America, aromatherapy is booming. There are aromatherapy brands that are growing rapidly. It’s a huge market so we are focusing and pitching more in the US market,” ​said Kim.

The brand is currently available in the US through its own website and Amazon. According to Kim, the brand is doing well on Amazon. Its scalp treatments have featured on Amazon’s top 10 hair care rankings.

While things are going well in the marketplace, the firm’s goal is to find distribution in the brick-and-mortar retail space in the US.

Aromatica is beauty and personal care inspired by aromatherapy. Kim, an aromatherapist, founded the brand in 2004.

The brand was one of K-beauty’s pioneering clean and vegan brands, which boasts the use of all-natural ingredients sourced from across the globe. It was also the first Korean beauty brand to attain the Environmental Working Group’s (EWG) Safe Cosmetics Champion status.

Post-COVID acceptance

Aromatica has garnered more interest from beauty consumers, especially after the pandemic boosted interest in essential oils and the rituals of aromatherapy, said Kim.

“After the pandemic, I think more people are interested in our brand. Clean beauty trends are helping us to reach out to them as well.”​

Essential oils, used for their therapeutic properties, are popular among those seeking alternative remedies for their health and wellness needs. The COVID-19 pandemic increase demand for essential oils, as consumers prioritised well-being and self-care.

Some essential oils were also experienced a surge in demand for their antibacterial and antiviral properties. “During the pandemic, tea tree oil became so popular for its anti-bacterial effects,” ​said Kim.

In 2020, CosmeticsDesign-Asia​ reported that one Australian firm experienced a surge in demand for lemon myrtle oil​ during the pandemic as it is known for its anti-bacterial, anti-fungal and anti-bacterial properties.

Furthermore, Kim believes the brand is well-placed in the masstige segment, making it accessible to consumers.

In addition to the US, the company is also working to strengthen its brand presence in Europe and South East Asia. This year, it landed a partnership with Sephora to carry its products in SEA. This would give the brand more access to countries like Malaysia, Singapore, and Thailand.

Kim highlighted Singapore as a crucial market for the brand. “Singapore is a very important market in SEA. It is a market with sophisticated people who understand aromatherapy and can better understand our products and our history.”​

He also expressed excitement about expanding in Thailand, where he believes there is a strong interest in aromatherapy.