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July 1, 2020

BULK HOMME Launches in Europe

Football Superstar and BULK HOMME Global Ambassador Kylian Mbappé Praises The Japanese Skincare Brand’s Big Ambitions.

A favourite of football superstar Kylian Mbappé, Japan’s BULK HOMME launches in Europe today as part of its ambitious global expansion plan to be the world’s leading men’s skincare brand. From June 2020, six of the brand’s products featuring seven specially formulated natural ingredients will be on sale in the UK and France.

The Product

With its sleek pouch package design and environmentally friendly outer case, BULK HOMME celebrates effective, back-to-basics skincare with a simple three-step routine using its The Face Wash, The Toner and The Lotion. These plus three other products will be the first to launch in Europe: The Shampoo, The Treatment and The Scalp Serum. They will be distributed in Smartech boutiques in both Selfridges, London and Printemps, Paris, as well as BULK HOMME’s E-commerce site and select E-tailer sites.

The products have a lightweight, non-greasy texture and mild floral fruity scent thanks to quality natural ingredients including willow tree, silk protein, mineral-rich moisturising onsen water (from the famous 7th Century Tamatsukuri Onsen in Izumo, Japan) as well as extracts from yuzu, apples, green tea, and the South African resurrection plant. All products are free from six harmful synthetic chemicals often found in skincare: petroleum-based surfactants, parabens, silicone, synthetic colouring, mineral oil and UV absorbers.

The best-selling The Face Wash is BULK HOMME’s hero product, well-loved for its thick luxurious foam which gently removes sebum and dirt without stripping away moisture. For the ultimate lather, fans use the brand’s THE BUBBLE NET (shower pouf) which remarkably makes the foam thicker and richer.

2020 Pure Beauty Global Awards and Cosmoprof 2019 Grand Prix

At this month’s annual Pure Beauty Global Awards, BULK HOMME scooped two prestigious prizes: First Prize for Best New Male Skin & Body Care Product (The Face Wash) and Highly Commended for Best New International Breakthrough Brand in the Brand Innovation category. Last year, its non-silicon amino acid-based shampoo, The Shampoo, beat 608 brands to win the Grand Prix, Hair Product category, at leading trade event Cosmoprof Worldwide Bologna 2019.

Global Expansion

BULK HOMME launched in Japan in 2013. It quickly became successful – particularly as a pioneer in the direct-to-consumer D2C market – and its product portfolio now includes 18 items with distribution across East Asia.

The brand’s CEO Takuya Noguchi was born in 1989 and started his first IT business when he was 19. In 2013, at the age of 24, he created BULK HOMME with the intention “to give men healthy skin”. In 2018, he received the El Borde special award in Forbes Japan’s 30 Under 30 top innovators and entrepreneurs under 30.

On the eve of launching in Europe, Noguchi said: “I’m convinced there is room for BULK HOMME to expand to Britain and France. Western Europe accounts for about 25% of the world’s men’s grooming market and is growing.”

“We aim to be distributed in 100 shops, primarily department stores and cosmetics retailers, by March 2021. Our European launch is the latest development into the global marketplace with BULK HOMME’s goal to have the largest share of the men’s skincare market in the world. ”

Attracted by the brand’s ambition to be number one, Paris Saint-Germain FC superstar Kylian Mbappé was appointed BULK HOMME’s Global Ambassador in 2019. He said, “In May 2019 I started a wonderful adventure with BULK HOMME and I became the world-wide ambassador of the brand. As it is crucial for me that everyone takes care of their body and skin with high-quality products, I am excited to know the BULK HOMME range will now be available in Europe.”

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