A Korean-American cosmetics company, 3LAB has become an iconic success story in the high-end cosmetics industry.
Erica Chung (67), CEO of 3LAB, has made a name for herself in the field of anti-aging skincare, which is essential for maintaining the youthful skin that every woman aspires to.
Through the continuous search for new active ingredients, state-of-the-art research and development (R&D), investment in production facilities, and clinical trials, Chung has established a high-end skincare brand with the determination to develop the perfect anti-aging skincare product line.
Celebrating its 20th anniversary, 3LAB has emerged as a prominent player in the global high-end cosmetics market, especially in anti-aging skincare.
3LAB cosmetics has become the go-to brand for anti-aging skincare in luxury department stores competing with high-end cosmetics such as Neiman Marcus, La Prairie, La Mer, and Cle de Peau. The company has expanded its product line from European beauty powerhouses like the United Kingdom, Switzerland, and Italy to high-end markets globally, including Thailand, China, and Ukraine.
“3LAB has become a unique new high-end brand with no advertising, just product quality,” says Chung. We are committed to maintaining our product quality and ethos for the next 500 years.
-How did you start 3LAB?
“I majored in piano and composition in college, but it wasn’t for me. I came to study abroad in the U.S. and took a master’s course in political science before returning to Korea. I started working at Hotel Shilla but then enrolled in Yonsei University’s Graduate School of International Studies to finish my master’s. I moved back to New York when I was offered the position of head of Dongkuk Textile’s New York office. My mother-in-law ran a luxury gift shop on 32nd Street in Manhattan. Together with her husband, we ran a luxury brand shop in New Jersey, where I had a chance to network with top cosmetics companies around the world. The idea for 3LAB was born from my desire to create unique cosmetics, building upon the products I was selling.”
-What is the target market for luxury cosmetics?
“As an Asian late starter company to the market, we focused on product quality to bid on success. 3LAB started as a high-end cosmetics brand rather than a mid-range cosmetics brand because I was certain that we could make the best cosmetics with the best ingredients. I was convinced that if the product was recognized, a loyal customer base would form, even if it was expensive.”
-What is your secret to the cosmetics?
“The key is the innovation of the latest skincare products combining beauty and science. An advanced anti-aging line should address a range of issues, from preventing skin damage to reducing fine lines and wrinkles. The ‘Super h Serum’ is a powerful skin antioxidant that received rave reviews from beauty magazine Allure’s beauty editor and was awarded the top ‘Best of Beauty’ award. The ‘Super Serum’ uses smart technology to deliver antioxidants and encapsulated collagen and elastin-building peptides right where they’re needed. It’s like a GPS system for the skin, increasing elastin and collagen production for fast, visible results. The best part is that it not only preserves the skin’s youth but also improves and enhances it.”
-What are the ingredients that differentiate it from other cosmetic products?
“Our entire line of cosmetics includes ingredients such as our plant-based Bio-engineered Renewal Complex, which helps regenerate healthy skin and stem cells from Swiss apples, which are proven to delay the signs of chronic disease. More recently, the company has incorporated X-50, a $1 million-per-kilogram ingredient, and the Marine Repair Complex, a patent-pending proprietary complex of algae and other marine ingredients.”
-What is the business philosophy?
“Our business philosophy is to invest as much as possible in creating products that are optimized for the consumer rather than to lower the cost. Another is to treat our customers with honesty and integrity. These two things are the key to maintaining 3LAB’s fanatical clientele in the most demanding luxury beauty industry.”
-3LAB is celebrating 20 years in business this year. What’s next?
“The past 20 years have been like raising a baby. We’ve built a solid product line with the utmost care, taking the necessary steps to grow. Now I see 3LAB as a strong young adult. It’s time we need a mentor to guide us on the path to becoming a 500-year company. We are planning a long-term roadmap for the rapidly changing business environment, including digitizing our distribution network and expanding our distribution channels.”
BY EUNYOUNG LEE, HOONSIK WOO [lee.eunyoung6@koreadaily.com]
