AmorePacifc launches new grooming brand in US, including men’s intimate wash

By Deanna Utroske contact

- Last updated on GMT

photo courtesy of AmorePacific
photo courtesy of AmorePacific

Related tags: Korea, ecommerce, k beauty, men's grooming, Amorepacific

The Bro&Tips brand has been available in Korea since 2017, and now, thanks to a deal with Amazon, is being sold in the US men’s grooming market too.

AmorePacifc launched Bro&Tips on Amazon in August in an effort to “strengthen its position as a multifunctional male grooming brand in the global male personal care market, which is expected to garner USD 166 billion by 2022 according to market researcher NPD Group,”​ as this week’s media release explains.

The company sees popular direct-to-consumer ecommerce platforms as the right channel to reach the male market. Bro&Tips is already seeing success beyond Korea, thanks to partnerships with ecommerce platforms like Tmall and Xiaohongshu in China and Qoo10 in Japan, notes the release.

AmorePacific brings men’s grooming startup to US consumers

“The US male grooming market has huge potential just as the Asian market does,” Lee Youngjin, Senior Vice President of AmorePacific’s New Growth Initiative Division, tells the press.

“Considering current circumstances stimulating untact communication more than ever, we will accelerate our brand communication through digital channels that are easily accessible for the male customers,”​ says Youngjin, explaining why Amazon is the brand’s first retail partner here in the States.

The Bro&Tips brand grew out of AmorePacific’s in-house startup development program—so it’s something of a corporate-owned indie brand, if there is such a thing. And the Bro&Tips product portfolio as well as the brand’s design and marketing approach are fairly straightforward.

There’s skin care, body care, and hair styling products. But the product that has garnered Bro&Tips the most attention (particularly on social media) is the Point Clinic product, an intimate wash for men.

Men’s intimate skin care category shows promise

Point Clinic is a cooling and antibacterial “male cleanser” ​according to the product page on The product promises to “remove 99% of harmful bacteria such as Candida and Escherichia coli, relieve itchiness and smell.”

And while women’s intimate skin care has been a rising category for several years now, Bro&Tips stands out in the men’s grooming space.

Though indie brands like Prep U, which Founder Michell Houp calls personal care for “stinky boys,”​ are also out to change the way boys and men think out grooming and personal care.  

Related topics: Market Trends, Skin Care, Hair Care

Related news

Show more

Related products

show more

Personal care samples showcasing formulation innovation

Personal care samples showcasing formulation innovation

Wacker Chemical Corporation | 26-Jan-2021 | Product Brochure

WACKER’s silicone formulations are found in many hair, skin and general beauty products. Our multifunctional and innovative silicones improve spreadability,...

How Inventory Management Impacts Supply Chain

How Inventory Management Impacts Supply Chain

Oracle NetSuite | 12-Jan-2021 | Technical / White Paper

This ebook examines the role of inventory management in each step of the supply chain and shares best practices for how businesses can use inventory management...

Fight skin fatigue with NaturePep® Teff

Fight skin fatigue with NaturePep® Teff

TRI-K Industries Inc. | 14-Dec-2020 | Data Sheet

Introducing NaturePep® Teff, a unique new product from TRI-K Industries that targets aging and fatigued skin. NaturePep® Teff, part of TRI-K’s natural...

Lebermuth’s S/S 2022 Fragrance Trend Report

Lebermuth’s S/S 2022 Fragrance Trend Report

The Lebermuth Company | 09-Dec-2020 | Research Study

Explore your senses from around the world and uncover 8 new fragrances by Lebermuth's perfumers that were inspired by Spring & Summer 2022 consumer...

Related suppliers

Follow us


View more