Popular K-Beauty brand dearcloud, comprised of a team of beauty industry experts, is now launching an assortment of premium skincare essentials and beauty accessories featuring the iconic Moomin characters.
Officially available in-store and online as of December 12, this is the latest collaboration for the beloved art-based character brand as it sets the stage for Moomin’s 80th anniversary next year with new merchandising and retail partnerships in the United States. The partnership was brokered by Moomin Characters’ U.S. agent, King Features.
In the collection, dearcloud and Moomin present an exclusive assortment of classic Korean skincare, including face masks, hand creams, cleansing wipes, and more, all powered by high-performance ingredients. Plus, the collection features accessories like hair clips and cosmetic bags, available at an accessible price range. The line beautifully blends enchantment with innocent adventure, inspired by the known Moomin characters and tales, which capture the quiet joy of simple living and limitless imagination.
“As we stay focused on bringing the Moomin brand to life through cross-category partnerships in the U.S., this new venture with dearcloud allows us to enter the world of beauty and extend the reach of Moomin’s characters to new and existing audiences,” says Christina Nix-Lynch, Senior Director of Licensing, King Features. “We are eager to get these delightful new products into the hands of Moomin fans, so that everyone can bring home the coziness of Moominhouse this holiday season.”
This collection comes just in time for Moomin’s 80th anniversary in 2025, which will be marked by a global campaign inspired by the slogan, “the door is always open,” celebrating inclusiveness, kindness, family and community. The anniversary celebrations will feature new content, including stories relating to the anniversary’s key themes as well as gems from the archives. Fans can also expect an expansion of Moomin’s existing partnership with the International Red Cross, a global competition inviting fans of all ages to create their own version of the iconic Moominhouse, and anniversary-themed social content, from images and video to downloadables, stickers and more.
First debuted in 1945, Moomin has an extensive fan base across European territories and is gaining popularity in North America. From last month’s colorful Acne Studios launch, to their nationwide partnership with Barnes & Noble, this fall’s cozy game integration with ‘Sky: Children of the Light,’ to their recently announced Urban Outfitters retail partnership, Moomin is seeing fast growth in the U.S. market.
The Moomin dearcloud products are now available at select retailers and online at dear.cloud.
Interested in a licensing collaboration with Moomin? Hit us with your idea by sending an e-mail to licensing@rightsandbrands.com