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Skin care is big business across the planet, and especially in Asia where many of the latest innovations come from. Japan, and as of late South Korea, have not only been the biggest and most influential consumer markets, but are also home to a number of leading homegrown beauty brands that have gained considerable traction on home turf and far beyond. But as the Chinese market has dramatically matured in the past decade, a new generation of innovative local beauty brands has emerged, and one of them is Super Seed. Founded in 2020 by young entrepreneur Yun Yang, the company focuses on botanical skin care which makes use of plant extraction and clean formulas. Unsurprisingly, the brand has put an emphasis on research, running an independent laboratory with more than 20 top research and development experts and doctors.

Mind you, they’ve claimed no less than 37 ingredient formulas and technical patents in the field of plant extraction. Combined with modern branding, Super Seed has quickly garnered a cult following among young and savvy Chinese consumers. Further expanding its retail operations to the next level, Super Seed has recently opened a second store at Kerry Center, an upscale shopping centre in Hangzhou. Occupying a 300 sqm. (3,229 sq.ft.) unit on level B1, the store features an interior design by F.O.G Architecture, an architecture practice with offices in Chongqing, Shanghai and London, which is inspired by the brand’s hi-tech product range. In fact, the nifty aesthetic taps right into the technology vibe, laboratory design, and specifically, the seed extract procedures which form the base of the Super Seeds products.

The rectangular main floor of the store sees a system of suspended cubes which are initially meant to provide ample lighting, but when independently lowered, they become displays and counters, allowing a wide range of configurations. On one side, the main floor is flanked by five different showrooms laden with the brand’s many products. At the far end, on the opposite side, sits a laboratory room, which is used to interact with shoppers through product workshops, and an adjacent V.I.P. treatment room. The new Super Seed store carries the brand’s full range of scalp, facial and body care products. Currently, the top selling items include the Cedar Scalp Cleansing Shampoo, Seabuckthorn Fruit Body Makeup Spray, and the Camellia Seed Hand Essential Oil.

Designed by F.O.G Architecture
Images © F.O.G. Architecture
Photography: SFAP


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