# Korean Shoemaker Beauty Brands Korean Shoemaker Sovo Has Launched Nuca Skincare By Rebecca Byers | Published 2017-02-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nuca-skincare References: [wallpaper](http://www.wallpaper.com/lifestyle/sovo-korean-shoemaker-launches-nuca-beauty-brand) & [urnuca](http://urnuca.com/) Korean shoemaker Sovo has launched Nuca skincare line, a contemporary beauty brand that stands out thanks to subtle matte pink packaging and delicate typography. The new venture is a collaboration between the Sovo brand and consulting firm Eggplant Factory, based in Seoul that takes its titular inspiration from the Spanish word for nape, a subtle allusion to female sensuality. The Nuca skincare range includes a variety of makeup products and hydrating masks, with two bestsellers being the [Gentle](https://www.trendhunter.com/trends/fertilitywellness-brand) Moisturizing Pink Cushion and the Hydro Mega Waterfall Cream, according to Wallpaper. Boasting a similarly pleasing aesthetic on [Instagram](https://www.trendhunter.com/trends/purepeak), Nuca skincare can be seen as adhering to the same inspirations as other Instagram-friendly beauty brands such as Milk Makeup and Glossier. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 97% | Activity: 97% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Instagram-friendly Beauty Brands:** There is an opportunity for beauty brands to create products with aesthetically pleasing packaging and target Instagram-savvy consumers. - **Collaboration Between Fashion and Beauty Brands:** Fashion brands can collaborate with beauty brands to create unique product lines that leverage their existing customer base and brand recognition. - **Hydrating Masks and Cushion Makeup:** There is a demand for innovative hydrating masks and cushion makeup products that offer convenience and skincare benefits. ### Industries Being Reshaped - **Fashion:** Fashion industry can explore collaborations with beauty brands to expand their product offerings and tap into the beauty market. - **Beauty:** Beauty industry can focus on developing Instagram-friendly products with visually appealing packaging to target social media-savvy consumers. - **Skincare:** Skincare industry can invest in research and development of hydrating masks and cushion makeup products that cater to the growing demand for convenience and skincare benefits. ## Related on Trend Hunter - [K-Beauty Brand Expansions](https://www.trendhunter.com/trends/kbeauty-brand-yepoda.md) - [K-Beauty Retail Expansions](https://www.trendhunter.com/trends/anua-enters-the-us.md) - [Skincare Delivery Shifts](https://www.trendhunter.com/trends/nuon-medical.md) - [Sustainably Luxe Face Oils](https://www.trendhunter.com/trends/nakie-coquette.md) - [Glossy K-Beauty Skincare](https://www.trendhunter.com/trends/oliviaumma.md) - [Inaugural K-Beauty Physical Stores](https://www.trendhunter.com/trends/skin-cupid.md) - [Lightweight Cushion Foundations](https://www.trendhunter.com/trends/lovb-lovb-cosmetics.md) - [Sleek Body-Nourishing Products](https://www.trendhunter.com/trends/sofia-richie-1.md) - [Scientifically Inspired Skincare Brands](https://www.trendhunter.com/trends/premium-skincare-brand.md)