Today’s skincare junkies will find it hard to imagine living in a society without easy access to K-Beauty. It’s now uncomplicated to repurchase product empties from cult-favorite brands like Laneige, Hado Labo, and CosRX. One of the first people who recognized the demand for Korean skincare was Alex Ong Oh.
Alex is the face behind Dara Beauty Market, your neighborhood beauty shop. She noticed that Korean skincare was starting to gain popularity in the beauty industry since Western brands don’t necessarily work best for Asian skin types. As someone who has always been interested in skincare and beauty, she was one of the consumers who longed for K-Beauty products.
“Our aim is to continuously provide new and effective skincare products to our customers with appropriate prices.”
Innisfree, HERA, I’m From, and Dear Klairs are some of her staple brands. She changes her routine every six months to address different skincare concerns. Because K-Beauty continues to evolve, she finds it hard to choose a holy grail product. However, she enjoys the Innisfree Sea Salt Perfect Cleanser and the HERA Black Foundation.
Bringing K-Beauty to Cebu
Alex’s confidence in the demand for K-Beauty is what drove her to start Dara Beauty Market in 2014. Together with her business partner Jun Kim, they introduced quality and affordable Korean products and brands to Cebuanos. She said, “Our aim is to continuously provide new and effective skincare products to our customers with appropriate prices.” Since then, Dara Beauty Market has become one of the city’s go-to Korean and Japanese skincare stores. Blessed is how she would describe she feels to know that people continue to patronize their brand.
“Learning about skincare is a two-way process for me because I also learn from my customers’ feedback.”
When Alex and her business partner first started Dara Beauty Market, they encouraged customers to visit their store. She makes sure to take the time to explain the benefits of a product to customers as based on research she does on her own. She applies her research together with her background as a nurse to understand the principles of applying and using skincare products. She widens her knowledge by listening to how products work for other people, having said, “Learning about skincare is a two-way process for me because I also learn from my customers’ feedback.” To her, it’s important to present sincerity and honesty in bringing products to Cebu. To ensure authenticity, they acquire certification of authenticity from the various brands.
The Happy Customers
With the use of simple marketing, they’ve built a great following and a loyal customer base. Their products and prices speak for themselves and their customers are more than happy to tell their friends about their great finds. In fact, Alex owes their success to the great ripple effect caused by these people. “It hasn’t always been easy but because we believe in what we’re doing and because we have friends and customers who have turned into family, we’ve been able to fight every challenge that has come our way,” she said.
The story of Dara Beauty Market is one that is full of passion, grit, and perseverance. It has come a long way from operating inside a small store in La Guardia, Lahug to having their own boutique in Ayala Malls Central Bloc while catering to online orders daily. With the ever-evolving skincare industry, Alex is sure they are bound to bring in even more products and customers.
Dara Beauty Market is on the second floor of Ayala Malls Central Bloc, IT Park, Cebu City. It is open from 11AM through 8PM. You can also order online at www.daraholic.com or through the Grab app.
