[Edaily Reporter KYUNG GYEYOUNG ] SHINSEGAE INTERNATIONAL(031430)announced on the 10th that HOURGLASS, a luxury vegan-oriented makeup brand it imports and distributes, is launching a new soft-matte lip product called “Phantom Blur Balm.”

HOURGLASS, a color cosmetics brand founded in the U.S. in 2004, is leading the global luxury vegan beauty market by striving to make its entire product line vegan and developing innovative ingredients and formulas that replace animal-derived components. In South Korea, SHINSEGAE INTERNATIONAL has been the official importer and distributor since 2018.

The Phantom Blur Balm is a new addition to the Phantom line, following in the footsteps of Hourglass’s best-selling “Phantom Volumizing Glossy Balm.” The Phantom Blur Balm preserves the lips’ natural texture while gently filling in fine lines and dry-looking areas. With a hyaluronic acid gel base, it glides on smoothly, refines the lip texture, and sets without any stickiness.

The product is available in five shades: △ Neutral Pink “Echo” △ Pink Mauve “Whisper” △ Neutral Rosewood “Enigma” △ Berry Brown “Mirage” △ Warm Beige “Spell.”

Our Glass explained that the saturation and tone deepen with each layer, allowing users to adjust the color intensity. The brand added that applying the “Phantom Glossy Balm” over the “Phantom Blur Balm” creates a clear, glossy finish with voluminous lips, while using it with the “Shape & Sculpt Lip Liner” results in a sophisticated soft-matte look that accentuates the lip contour.

Our Glass has selected actress Park Gyu-young as its domestic brand partner and is showcasing a variety of lip makeup looks featuring the Phantom Blur Balm in her first campaign.

The Phantom Blur Balm is available in a 1.7g size for around 58,000 won and can be purchased at Hourglass stores nationwide and on SHINSEGAE INTERNATIONAL’s digital platform, Shinsegae V (SHINSEGAE V).

A representative from SHINSEGAE INTERNATIONAL’s Hourglass stated, “The Phantom Blur Balm is a product designed for customers who want a soft and refined lip look while preserving the natural texture of their lips,” adding, “We will promote the new appeal of the Phantom line and actively target the demand for luxury lip makeup, ranging from glow lips to soft matte lips.”