Mauve Fantasticever, a Korean beauty brand centered around gender equality and inclusivity, has launched on Amazon.
 
Mauve’s product line is designed not to persuade customers to purchase based on gender stereotypes, but on the customer’s values and unique connection with the product. Mauve’s founder, June Yoo, and her brand recognizes a shift in consumer habits, where ethics and experiences are driving factors in achieving brand loyalty. In acknowledgement of the current generation, Mauve is reshaping beauty industry standards by encouraging customers to connect with the brand using their personal values, senses and brand imagery.
 
“Mauve is not only about breaking the rules of the beauty industry’s old gender bias, but also promoting social inclusion of LGBTQ+ communities. In Korea, social acceptance of homosexuality is relatively low compared to other countries and LGBTQ+ communities are unfamiliar to most people,” said June Yoo. “We acknowledge and support our communities and we want to be the brand who holds a strong voice for all matters related to gender bias and minority groups. As the first Korean beauty brand to break the silence, we believe that actual human rights should not be violated or discriminated against overall, not just in the beauty industry.”
 
The name of Mauve’s best-selling product, Hydro Mafia Booster, conveys a strong and nonconforming message compared to the soft and feminine descriptions often associated with luxury beauty brands. The products’ names were chosen to prevent consumers from thinking of a gender, leaving space for the consumer to experience the product without bias.
 
The brand has developed high performance, clean formulations designed for everyone. The formulations are absent of any ingredient that would irritate sensitive skin so that a wide range of people, regardless of sex or age, can benefit and feel rejuvenated.