# Truth-Inspired Beauty Branding LG's belif Cosmetic Line Focuses on Playful Percentage Bars By Meghan Young | Published 2015-04-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/belif-cosmetic References: [fortune](http://fortune.com/2015/03/02/korean-beauty-products/) & [belifcosmetic](http://www.belifcosmetic.com/english/) The belif cosmetic line is one of the latest to come out of South Korea and focuses on the innovative ingredients and branding the country has been heralding for the last few years. In this case, the packaging revolves around the company's truth-abiding ethos. In an effort to make such products more transparent, belif cosmetic includes a range of ingredients on the bottle to show how much they avoid [synthetic dyes, preservatives and mineral oils](https://www.trendhunter.com/trends/periodic-fable). Owned by [LG](https://www.trendhunter.com/trends/heritage-fan), the belif cosmetic line has achieved this level of transparency and well-being by collaborating with a centuries old apothecary in Scotland to use traditional medicinal herbs in its products. It will launch with a total of 21 products. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 55% | Activity: 77% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Transparent Beauty Branding:** Opportunity for beauty companies to showcase transparency through labeling and ingredient percentage bars. - **Innovative Ingredient Focus:** Opportunity to create beauty products with unique ingredients sourced from around the world. - **Traditional Medicine-inspired Beauty:** Opportunity to collaborate with traditional apothecaries to create unique, natural beauty products. ### Industries Being Reshaped - **Beauty and Personal Care:** Opportunity for beauty and personal care companies to incorporate innovative ingredients and label transparency into their products. - **Herbal Medicine:** Opportunity for herbal medicine businesses to collaborate with beauty companies to source traditional medicinal herbs for beauty products. - **Packaging and Labeling:** Opportunity for packaging and labeling companies to create unique and informative labels for beauty products that showcase transparency and ingredient percentages. ## Related on Trend Hunter - [Playful Artist-Designed Skincare](https://www.trendhunter.com/trends/the-isle-adventure.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Youth-Oriented Beauty Branding](https://www.trendhunter.com/trends/youthoriented-beauty.md) - [K-Beauty-Inspired Skincare Ranges](https://www.trendhunter.com/trends/herbalife-hlskin.md) - [Ingestible Beauty Brands](https://www.trendhunter.com/trends/true-rx.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Green Cosmetics Concept Stores](https://www.trendhunter.com/trends/innisfree-store.md) - [Gen Z-Focused Packaging Enhancements](https://www.trendhunter.com/trends/free-the-birds.md) - [Glow-Boosting Sensorial Skincare](https://www.trendhunter.com/trends/good-intent-by-no7.md)