Korea’s Vitabrid C12 launches at Barneys in US

South Korean beauty brand Vitabrid C12 has launched its skincare and haircare products in Barneys New York stores and on Barneys.com in the US.

The products are formulated using Vitabrid CG, the brand’s new vitamin C complex.

Developed at Ewha Woman's University in South Korea, the complex is designed to deliver a stable form of active vitamin C using Vitabrid C12's patented layered double hydroxide (LDH) technology.

The technology encapsulates the vitamin between bio-friendly mineral layers and allows its continuous delivery into the skin and scalp for more than 12h.

Vitabrid CG is designed to smooth wrinkles, minimise age spots, restore tone and firmness, as well as protect against harmful ultraviolet (UV) rays and promote collagen development in the skin.

It also causes collagen synthesis and removes free radicals present in the scalp to prevent hair loss and promote regrowth.

Vitabrid C12 global business manager Ron Choi said: "We are thrilled to officially enter the US market with Barneys New York as our exclusive retailer.

"This partnership is in line with our goal to become an authority in K-beauty innovations and excellence.

“With our launch in a retailer as esteemed and prestigious as Barneys, we hope to continue and expand upon the growth we have already seen in Europe and Asia."

The Vitabrid C12 Face Brightening Powder is the firm’s flagship product formulated to reduce fine lines and wrinkles and brighten the face.

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Image: Vitabrid C12 skincare and haircare products launch in Barneys New York Stores. Photo: courtesy of Vitabrid C12.