Based in 2021, the US-headquartered startup Clapoti had developed a small vary of foot care formulation packed in particular person recyclable pouches, together with single-use disposable socks. Accessible for pre-order by way of the model’s D2C web site, the providing included an exfoliant foot masks, cream foot masks, and gel foot cleanser, all made utilizing an array of conventional Korean plant extracts sourced from licensed natural farms, similar to perilla leaves, inexperienced tea and ginger.
Korea-born CEO and founding father of Clapoti Marie Perruchet stated the purpose was to carry the genuine sauna expertise into magnificence customers’ houses.
“Koreans, they go to the sauna, they soak, they scrub, and so they chill out. And we’d love for folks to get entry to that, however from residence,” Perruchet instructed CosmeticsDesign-Europe at Cosmoprof Bologna Worldwide again in April.
The general expertise of self-care, rest and grounding skilled in Korean saunas over a number of hours, with the broader purpose of feeling extra snug in your individual pores and skin, was what the model wished to faucet into, she stated.
You could have the ‘full map of your physique below your ft’
It was additionally about spotlighting the essential observe of foot care from a well being and wellbeing viewpoint, extra particularly, Perruchet stated.
“Foot care is so essential as a result of it helps with the blood circulation, it removes toxins, and that is the complete map of your physique, below your ft. So, on the finish of the day, in case you don’t deal with your ft, like the remainder of your physique – they’re ageing.”
“…We’re very excited to carry the Asian knowledge to customers worldwide,” she stated. “In a variety of international locations in Asia, folks take away their reveals; folks know find out how to deal with their ft. And we predict within the Western markets folks both don’t have time to go and get pedicures, they’re embarrassed to indicate their ft, or just they don’t know the place to start out or find out how to deal with their ft.”
And drawing consideration to foot care by way of the sauna tradition, she stated, made sense as a result of this space of wellbeing was very well-known and extensively appreciated. “Many international locations on the earth have a sauna tradition, it’s not solely Korea,” she stated. Russia, Sweden and plenty of Center Jap international locations all had long-standing bathing cultures and tub homes have been a cornerstone in historical past for a lot of European international locations.
Due to this, Clapoti’s foot care merchandise held “common attraction”, Perruchet stated.
“That is one thing that everybody can relate to and we hope extra folks can get entry to the precise efficient formulation to get softer pores and skin and really feel extra relaxed on the finish of the day.”
Overturning an ‘quaint’ class
Importantly, she stated Clapoti wished to supply a contemporary various to a really dated foot care class, albeit sizeable, rising and subsequently “very promising”.
In accordance with Allied Market Analysis, the worldwide foot care market would hit €4.57bn ($4.59bn) by 2027 – rising at a CAGR of seven.1% between 2021-2027.
“In the present day, the market, in case you take a look at the place to purchase foot care merchandise, it’s normally very old style merchandise, very low cost however very unhealthy,” she stated. “…It’s very tough for folks to seek out trendy, enticing merchandise that provides them inspiration to start out caring for his or her ft.”
And most foot care merchandise available on the market, she stated, have been formulated with excessive ranges of alcohol – an ingredient Clapoti had prevented. The model was as a substitute targeted on utilizing as many pure elements as doable that linked again to the story of Korea.
“I wished to have elements that remind us of the Korean expertise. So, inexperienced tea, ginger, the perilla leaf which is from the mint household. These are very robust and utilized in conventional cooking but in addition have medicinal advantages.”
“…We’re trying to goal individuals who actually wish to have entry to efficient and likewise pure and clear magnificence,” she stated.
Over the following three to 5 years, Perruchet stated the purpose was to safe current in main retailers throughout Europe and the US.
