Canadian entrepreneur takes male make-up line Formen to South Korea

A Canadian entrepreneur who sells a dedicated line of skin care and make-up products online is preparing to launch onto the South Korean retail market, according to a report published by Canada’s Metro News.

Andrew Grella conceived the line after his mother helped him to conceal his acne on prom night, and launched while a student at Ryerson University. The products, which include concealer, an under-eye mask and mattifier, are now set to make their debut on the South Korean market, with a launch in Canadian stores slated for next year.

“A lot of buyers and people interested in skin care for their stores will go to South Korea to see what’s happening and what’s coming down the pipeline,” Grella told Metro News. “Being in South Korea will give you clout as a product or technology that’s on its way.”

Formen has eschewed the traditional marketing model for male grooming products – highly masculine packaging and the suggestion that use will increase their chances with the opposite sex – instead employing a matter-of-fact approach including make-up tutorials and simple monotone packaging.