Dr. Jart+
![]() | This article contains wording that promotes the subject in a subjective manner without imparting real information. (December 2019) |
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Founded | 2004 |
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Founder | Lee Jin-wook |
Headquarters | , |
Area served | Worldwide |
Products | Skin care |
Revenue |
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Parent | Have & Be Estée Lauder Companies |
Website | drjart |
Dr. Jart+ (Hangul: 닥터자르트; read simply as Doctor Jart) is a South Korean skin care brand. It was created in 2004 by entrepreneur Lee Jin-wook, with consultation from dermatologist Dr. Jung Sung-jae.[1] Their name is an abbreviation of "Doctor Joins Art", which reflects their positioning philosophy as "a fusion of dermatological science and art".[2] Their products are described as combining active ingredient-rich formulas with modern packaging.[3]
Dr. Jart+'s best-selling products include moisturizers from their Ceramidin and Cicapair lines, "rubber" face masks and BB creams.[3][4][5] The brand is noted as the first to introduce BB creams to the American market in 2011.[6][7] Dr. Jart's parent company, Have & Be, was acquired by Estée Lauder in 2019.[8]
History
In spring 2003, entrepreneur Lee Jin-wook (Korean: 이진욱) was waiting in the lobby of a dermatology clinic in Gangnam, Seoul, as he observed a group of young women enthused by a product on display, which was BB cream.[9] He began to research the product closely, and later left his post at an architectural firm to focus on his venture. Dr. Jung Sung-jae (Korean: 정성재) had been working out of his own Seoul practice since 2001, where he was constantly testing new treatments for his patients with severe skin issues.[10] Lee approached him to invest and consult on Dr. Jart+, with the intent to bring Jung's formulations to a wider audience.[10] The name "Jart" was initially coined as a portmanteau of "Jung" and "art".[9] Jung remains as the brand's chief dermatologist.[11]
![](http://upload.wikimedia.org/wikipedia/commons/thumb/8/8c/Dr._Jart_Water_Fuse.png/220px-Dr._Jart_Water_Fuse.png)
Dr. Jart+ was in development for three years before being exclusively introduced to dermatology clinics.[1] It was launched in December 2004 with a capital of 50 million won (roughly US$47,000 in 2019).[9] Dr. Jart+ was first sold through e-commerce, which Lee described as a "rarity" in the cosmetics industry.[9] Its revenue in 2005 only amounted to 500 million won, but began to increase through word-of-mouth on online retailer SkinRx Lab. By 2008, its sales amounted to seven billion won.[9]
In its early days, Lee focused extensively on exporting Dr. Jart+ outside of Asia, strategizing that the brand's popularity in Asian territories would follow after pioneering more "difficult" markets first.[12] The brand partnered with Japanese department store Takashimaya in June 2009 to offer their products at its now-defunct Fifth Avenue location, which effectively made Dr. Jart+ the first Korean brand since Amorepacific to have a presence in New York.[9] It entered the greater American market in early 2011 with cosmetics retailer Sephora, offering two BB creams at ten of its locations at the time, which was a "hit".[12][6] The New York Times credited this launch as "[paving] the way for a Korean beauty invasion of the United States" and spawning iterations from L'Oreál to Dior.[6] The brand has since expanded to selling 50 products at all Sephora outlets.[12]
Products
![](http://upload.wikimedia.org/wikipedia/commons/thumb/b/b4/Dr._Jart_Sephora_Sets.png/220px-Dr._Jart_Sephora_Sets.png)
Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue:
- Cicapair — utilizes tiger grass (centella asiatica) to "[calm] redness and [soothe] irritation"
- Ceramidin — 5-Cera Complex (ceramides) to "restore and repair the skin barrier"
- Water Fuse — AquaMineral Complex (minerals) to impart skin hydration
- BB Cream
- Dermaclear — Hydrogen Bio Water (micellar solution) to cleanse, exfoliate skin
- Water Drop — hyaluronic acid; features a "unique emulsion system" that "bursts into tiny water droplets"
- Peptidin — 8-Peptide Complex (peptides)
- Focuspot — patches composed of "micro tips" to target specific conditions
- V7 — V7 Multi-Vitamin Complex (vitamin B3, C, F, K3, B5, E, and H)
Corporate affairs
Identity
Dr. Jart+ eschews celebrity endorsements in favor of animation to communicate their brand.[12] Dr. Jart+'s branding and packaging was refreshed by design firm Pentagram in 2018, starting with the international roll-out of their newly-created Ceramidin line.[13][2][14]
Dr. Jart+ is considered to be among the forefront of brands leading the Korean beauty wave. In an article for Racked, Ju Rhyu, a business-to-business consultant, believes that Dr. Jart+ is keen to "downplay" this angle, like competitors Amorepacific and Belif. These companies communicate a "very clear brand identity and the K-beauty message is more secondary," in an effort to secure brand loyalty and longevity. In an email by Dr. Jart+'s vice president of marketing, Susan Tsui, they state that the brand is "proud of its Korean roots", yet "Dr. Jart+ is fueled by our commitment to adhere to what we were founded on, art and skincare."[15]
Advertising
Dr. Jart+ has been the exclusive skin care sponsor of designer brand Opening Ceremony at New York Fashion Week since 2015.[16][17] The brand has stocked their products in their retail stores since 2011.[16]
References
- ^ a b Austin, Clare (February 27, 2017). "Just what the doctor ordered: the philosophy of Dr.Jart+". The Moodie Davitt Report. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b "Dr. Jart+ — Story". Pentagram. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b Shaw, Sophie (December 3, 2019). "Doctor-Led Beauty Brands to Know". CR Fashion Book. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ Hunt, Amy (July 1, 2019). "THIS incredible, affordable skincare brand is set to be your new obsession". Woman & Home. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ Hwang, You-mee (July 22, 2016). "K-beauty attracts investment from international big shots". The Korea Herald. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b c Meltzer, Marisa (October 29, 2014). "South Korea Exports Its Glow". The New York Times. ISSN 0362-4331. Retrieved December 5, 2019.
- ^ Branch, Kate (January 19, 2018). "The K-Beauty Guide of the Moment, According to a Korean Model, Musician, and Budding Actress". Vogue. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ "The Estée Lauder Companies to Acquire Dr. Jart+". Business Wire. November 18, 2019. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b c d e f Nam, Seung-ryul (June 19, 2009). "[창업열전] 기능성 화장품 '해브앤비' 이진욱 대표, 온라인서 출발···백화점 입성". The Korea Daily. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b "Shop Dr. Jart+". Birchbox. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ "Is it Worth Wearing A Facemask Overnight?". Yahoo Beauty. October 2, 2014. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b c d Collins, Allison (May 29, 2018). "Dr. Jart Founder Talks BB Cream and 'Crazy' Meetings". WWD. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ Baird, Richard (January 15, 2018). "New Package Design for Dr Jart+ by Pentagram". BP&O. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ "TECSOLA Skincare". Tuesday, March 24, 2020
- ^ Wischhover, Cheryl (August 3, 2017). "Why No One Single Brand Is Winning K-Beauty". Racked. Retrieved December 5, 2019.
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: CS1 maint: url-status (link) - ^ a b "KOREA Magazine July 2015". Korea Magazine. Docuhut. July 2015. Retrieved December 5, 2019.
- ^ Opening Ceremony x Dr.Jart NYFW18, retrieved December 5, 2019