K-beauty skincare brand Mary&May has officially entered Singapore's leading health and beauty chain, Guardian. Building on its recognition in the global online market, the brand is expanding its sales channels into offline stores in Singapore. At Guardian, customers can find Mary&May's bestsellers, including the ‘Spicule PDRN Cream’ range and eye cream, allowing consumers to see and choose the products in person, thereby converting online engagement into actual purchases.
The highlight of the Guardian entry is Mary&May's hero line, the ‘Spicule PDRN Cream’ trio, which includes formulations featuring retinol, collagen, and azelaic acid. The micro spicule technology opens absorption pathways for active ingredients tailored to specific skin concerns, while PDRN and soothing ingredients support skin recovery.
This product line has driven success in the global campaign ‘TINGLE TO GLOW!’, which surpassed 100 million views. Since its launch, the creams sell at a rate of 2 units per second across more than 70 countries. Mary&May aims to target local consumers by offering a diverse product range catering to various skin issues and plans to methodically expand its offline distribution network in Southeast Asia from this Singaporean base.
A representative from Mary&May remarked that Singaporean consumers tend to be meticulous about ingredients and efficacy when selecting products. The brand’s established approach aligns well with this market. With the opportunity for consumers to experience the responsive Spicule PDRN line at Guardian, the brand is poised to strengthen its foothold in the Southeast Asian market.
Additionally, Mary&May is known as a high-functionality K-clean beauty brand that focuses on transparent ingredients and assured efficacy. It has entered over 70 countries globally, with more than 85% of its revenue generated from international sales.
Recently, the company signed a memorandum of understanding (MOU) with Grace, a global health and beauty distribution company, to leverage Grace’s distribution infrastructure in the U.S. and Japan, further targeting these markets.
Moreover, Mary&May has secured placements in major retail outlets, including Amazon, Target, and Nordstrom in North America, Notino in Europe, Lifestyle and Ulta in the Middle East, and SASA, Lazada, COSMED, and Guardian in Southeast Asia, along with Gold Apple in Russia. In September, the brand also entered POYA, a leading health and beauty channel with over 470 stores across Taiwan.
