If Australian skincare functioned as a hierarchy, Rationale would be atop the throne. The Melbourne-based skincare brand has become the apple of most beauty editors eye’s and has collected a cult-like clientele for its scientific, non-invasive, results-based approach to good skin. In recent news, it would appear the rest of the world wants in on the secret, namely, luxury South Korean skincare empire Amorepacific, who has recently obtained a small share in Rationale.
Rationale’s tailored and personal approach to skincare was what set it apart in Australia, with bespoke personalised 6-step regimens for each of its clients. Last year, it took this to a new level with the launch of an in-clinic DNA skin testing system - AKA personalisation to the extreme, offering clients bespoke, science backed results. "Rationale and Amorepacific will take personalised skincare solutions to a new level.” Saehong Ahn, Amorepacific President revealed in a joint statement upon their news of combining forces.
The partnership will mean many developments for Rationale, including a plan to go global which will see the brand become available in South Korea, the US, Hong Kong, the UK and Singapore in the next five years. Until now, Rationale has only been available within Australia online and at its 15 retail stores nationally.
In a statement from the brand's founder and executive director, Richard Parker, Rationale is excited for the partnership wheels to start turning.“There is an intuitive alignment between Rationale and Amorepacific, particularly in regard to their understanding of the luxury client, and simultaneous commitment to research, development and world-leading innovation. We are elated to take our signature luminosity to the world with Amorepacific,”.
We’ll be keeping our eyes peeled for future developments in even further personalised skincare solutions from Rationale because really, only good, innovative fun can come from this announcement.