(MALIN+GOETZ)’s Post

【Malin+Goetz: Pioneering the Genderless Personal Care Trend】 From face masks to working from home, the beauty and personal care industry has undergone a transformation due to the pandemic. With declining sales of cosmetics and numerous small brands entering the market, the overall beauty and personal care market in Hong Kong has become saturated. In 2024, the revenue of the beauty and personal care market in Hong Kong is projected to reach $2.293 billion, with the personal care segment accounting for $1.012 billion. The annual growth rate is expected to be less than 2% in the coming years (Statista: Jan 2024). Among the emerging brands, (MALIN+GOETZ), a minimalist skincare and personal care pioneer from New York, has quietly started a revolution by riding the genderless trend that has swept the Gen Z generation. Having made its way into the Asian market from the United States, Malin+Goetz achieves global sales of over $50 million annually in 2022, with a growth rate of over 20% each year. In fact, Malin+Goetz was founded 19 years ago with the intention of positioning the brand as gender-neutral and nonchalant, not following fleeting trends. In recent years, genderless has become the new fashion trend for the Gen Z generation, and Malin+Goetz has capitalized on this momentum. Their products are simultaneously available in the women's and men's sections, transcending gender boundaries and enjoying equal popularity. The product packaging features a simple design, focusing on a minimalist skincare routine consisting of two steps: gentle cleansing and nourishing hydration. This sets them apart from larger brands that promote complicated multi-step procedures with different products. Starting from a small store in the Chelsea area of New York, Malin+Goetz has now become a favorite of renowned stores like Saks and Nordstrom on New York's shopping avenue. Major fashion boutique hotels have also embraced their personal care products. Beyond minimalist taste, the brand represents a choice for companies embracing purity and waste reduction. How did Malin+Goetz transform from a niche brand into a global leader in the genderless personal care product trend? Find out at this year's #MarketingPulse X #eTailingPulse, where Malin+Goetz CEO Bradley Horowitz will share their path to success. Use my promo code ✨MPxRUDI-A4P✨ to purchase a forum pass for HK$585 (original price HK$1950). #MarketingPulse X #eTailingPulse Forum Date: March 13, 2024 🗓️ Venue: Hong Kong Convention and Exhibition Centre 📍 Promo Code: MPxRUDI-A4P 🎫 Registration Page: https://bit.ly/3SLCTtz 🔗