It may be recalled that Hwa Sung specialized in the production of pencils and plastic applicators in the early 1980s to actually begin its series of “two and three in one” in 2004. Today it also offers, along with formulas, multi-compartment make-up cases and closures, combined or single lipgloss and mascaras...
On the industrial side, the Korean company owns a factory in the outskirts of Seoul, employs 100 people and will achieve this year a turnover of 34.5 million U.S. dollars (compared to the 20 million posted n 2012!). Hwa Sung has operations mainly in Korea (60% of its business), but continues to increase its penetration in the US, which represents 80 per cent of its export sales, and is now targeting Europe.
On the side of recent launches in which the company was involved:
- for Anastasia Beverly Hills, an eyebrow pencil with a super slim Brush, and a diameter of 1.6 but yet a hard moulded texture. The fine pencil tip mimics the appearance of tiny hairs.
- as for Stila, this innovative waterproof brush pen applicator, can help define natural looking brows, its felt tip guarantees an easy smudge- and crease-proof application that stays on all day.
- for smashbox is a triangular eye brow pencil with a gel to define a full coloured or thin line. The coloured or clear brow gel is perfect to set eyebrow hairs.
- Finally, for Korea’s Aritaum, this slim lipstick with its smudge tip will be perfect to blend the formula while achieving colour gradients on the lips.