Skinimalism Trend Drives Simplified Product Philosophy

Established in February 2020 by co-founder Paulina Kostrzycka, NUME-Lab emerged from a desire to provide clean, simplified skincare solutions in contrast to complex multi-step routines popular in markets like South Korea. The Swiss-based brand offers essential skincare products including cleansers, face creams, night serums, and eye serums, capitalizing on the growing skinimalism movement that favors streamlined beauty regimens.

The founders, who had been residing in Switzerland for several years, discovered that Swiss cosmetics set exceptionally high standards that made returning to other products difficult. This experience led them to partner with local Swiss laboratories, where they collaborated with some of Europe’s leading biotechnologists to develop their product line.

Halal Certification as Clean Beauty Standard

NUME-Lab distinguishes itself by obtaining halal certifications directly from Switzerland, focusing on ingredient-level certification rather than just final product approval. The brand incorporates a minimum of 90% natural ingredients based on ISO 16128 standards, utilizing components such as allantoin, aloe vera, betaine, elastin, glycolic acid, hyaluronic acid, niacinamide, snail mucin extract, vitamins A, C, and E, and white truffle.

For NUME-Lab, halal certification serves as both a clean ingredient standard and a market positioning strategy. Kostrzycka explained that since clean beauty lacks standardized definitions, halal certification provides a recognized framework for ingredient purity. Additionally, the certification opens doors to markets in the Middle East and Southeast Asia where consumers prioritize halal-compliant beauty products.

Pandemic Reshapes Expansion Strategy

The COVID-19 pandemic significantly altered NUME-Lab’s original expansion plans. Initially intending to establish European markets first before entering Southeast Asia, the company reversed this strategy due to pandemic-related restrictions in Switzerland. This pivot led to early success in Southeast Asian markets while European operations were temporarily delayed.

Following pandemic recovery, NUME-Lab successfully expanded into European markets including the United Kingdom, France, and Poland, operating as the sole distributor for offline retail locations in Switzerland, France, the UK, and Italy. European distribution focuses primarily on pharmacies and premium retailers like Sephora in the UK.

Localized Distribution Approach

For markets outside Europe, including Kuwait, Dubai, and Indonesia, NUME-Lab employs local distributor partnerships to navigate regional preferences and regulatory requirements. In Dubai, products are available through department stores, while Kuwait and Indonesia rely primarily on online sales channels.

Kostrzycka emphasized that while NUME-Lab maintains global brand standards, local distributors have autonomy to adapt marketing and distribution strategies to their specific markets. This approach recognizes that local partners better understand regional consumer behaviors and market dynamics, particularly important in culturally diverse regions like Southeast Asia and the Middle East.

Future Growth Plans and Quality Commitments

Originally targeting China as a key export market, NUME-Lab abandoned these plans due to stringent lockdown restrictions. The company is now establishing operations in Malaysia, Singapore, and Hong Kong through local distributor partnerships, anticipating regulatory changes in Indonesia’s halal labeling requirements for cosmetics beginning in 2026.

Despite ambitious regional expansion goals, NUME-Lab remains committed to maintaining all production operations in Switzerland to ensure consistent quality control. The company believes that Swiss manufacturing standards are essential to preserving the premium positioning and effectiveness that defines their brand identity in competitive international markets.

Original Article:

CosmeticsDesign-Asia. (2025, September 14). Halal-certified NUME-Lab targets South East Asia’s clean beauty market. CosmeticsDesign-Asia. Retrieved from https://www.cosmeticsdesign-asia.com/Article/2023/04/05/Halal-certified-NUME-Lab-targets-South-East-Asia-s-clean-beauty-market/