The company, which claims to be one of the world’s fastest growing brands, is launching a DD crème and a DD concealer, which are jointly being marketed as a ‘dynamic do-all’ range that is a combination of high quality skin care and a luxurious make-up.
According to the company, it has combined the functionalities that have come to characterize BB creams and CC creams to produce an even more encompassing product line that tackles both the issues of concealing complexion imperfections, while also addressing signs of aging.
Julep DD line - concealer and creme
With all of this in mind, the Julep DD line is designed to diminish fine lines, while balancing uneven skin tones caused by problems such as blemishes or dark spots and also providing protection to the more delicate areas of the face, the company says.
The DD crème offers protection, anti-aging, brightening and moisturizing, thanks to a range of ingredients that include Matrixl Synthe 6 to improve fine lines and hydrate the skin, Malvaceae Lipid Extract, to target a healthier glow to the complexion, and an SPF 25 for protection.
The DD Concealer is said to enhance the complexion and provide anti-aging properties thanks to the inclusion of Synovea HR, which helps to the even and brighten the skin tone, while Granpowder Lumier Powder is also included to provide a softer focus that serves to scatter light reflection and help diminish the appearance of fine lines and wrinkles.
Line developed on the back of 'overwhelming requests'
"We've received an overwhelming number of requests to broaden our reach in beauty, and a response to the multitasker makeup trend seemed a great place to start,” Jane Park, CEO and Founder of Julep.
At the end of last year Vivienne Rudd, a senior analyst at market researcher Mintel, told Cosmetics Design that one of the biggest global trends in the industry was the growth and evolutions of BB creams and CC creams.
At the time she had identified that the continued growth of this category was likely to give way to a new sub category, and had already identified the DD category as likely to be the next big move.
However, at the time Rudd spoke of her belief that this category would be likely to evolve as products that target other areas of the body besides the fact, namely the body and feet.
“These are emerging as very heavy duty body and foot creams that are being marketed as daily defense products,” said Rudd. “We have also seen a self-tanning cream launched in the UK within this new category, which could help to reignite this rather stagnant category.”