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. Out there for pre-order through 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, equivalent to perilla leaves, inexperienced tea and ginger.
Korea-born CEO and founding father of Clapoti Marie Perruchet stated the aim was to deliver the genuine sauna expertise into magnificence shoppers’ properties.
“Koreans, they go to the sauna, they soak, they scrub, and so they loosen up. And we’d love for individuals to get entry to that, however from residence,” Perruchet advised CosmeticsDesign-Europe at Cosmoprof Bologna Worldwide again in April.
The general expertise of self-care, leisure and grounding skilled in Korean saunas over a number of hours, with the broader aim of feeling extra snug in your individual pores and skin, was what the model wished to faucet into, she stated.
You might have the ‘full map of your physique underneath your ft’
It was additionally about spotlighting the vital observe of foot care from a well being and wellbeing standpoint, extra particularly, Perruchet stated.
“Foot care is so vital as a result of it helps with the blood circulation, it eliminates toxins, and that is the complete map of your physique, underneath your ft. So, on the finish of the day, if you happen to don’t handle your ft, like the remainder of your physique – they’re ageing.”
“…We’re very excited to deliver the Asian knowledge to shoppers worldwide,” she stated. “In a whole lot of nations in Asia, individuals take away their reveals; individuals know tips on how to handle their ft. And we expect within the Western markets individuals 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 tips on how to handle their ft.”
And drawing consideration to foot care through the sauna tradition, she stated, made sense as a result of this space of wellbeing was very well-known and extensively appreciated. “Many nations on the earth have a sauna tradition, it’s not solely Korea,” she stated. Russia, Sweden and lots of Center Jap nations all had long-standing bathing cultures and bathtub homes have been a cornerstone in historical past for a lot of European nations.
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 individuals can get entry to the fitting 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 different to a really dated foot care class, albeit sizeable, rising and due to this fact “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.
“Immediately, the market, if you happen to have a look at the place to purchase foot care merchandise, it’s often very old school merchandise, very low-cost however very unhealthy,” she stated. “…It’s very tough for individuals to search out fashionable, enticing merchandise that offers 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 an alternative centered on utilizing as many pure substances as potential that linked again to the story of Korea.
“I wished to have substances 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 additionally have medicinal advantages.”
“…We’re seeking to goal individuals who actually need to have entry to efficient and likewise pure and clear magnificence,” she stated.
Over the following three to 5 years, Perruchet stated the aim was to safe current in main retailers throughout Europe and the US.