Story: First of all, BTS and other K-Pop Megastars conquered the U.S. market.
Now, the Korean K-Beauty brand wants to repeat this technique.
The country's cosmetics companies are planning to push hard to the United States and are not subject to tariffs.
Beauty Brand Tirtir will be the first viral feeling after its dark skin tone base.
Its products will be available in some U.S. stores starting this summer.
Byung-Jun, the company's CEO, undoubtedly made the move possible:
“K Culture: Things like PSY of the Past, BTS, and then Korean dramas and movies like 'Parasite'. Those really paved the way.”
South Korea's dominant beauty retailer Olive Young also plans to open its first U.S. store as early as this year.
The same is true for D'Alba Global – known for its vegan and toned sunscreens.
It is talking to Costco, Target and other retailers, and the company’s overseas business director Myeong Jae-Hoon said the craze for new brands to the United States will make marketing crucial:
“Since many K-Beauty brands are coming to the market around the same time, it will become even more important for each brand to clearly distinguish itself. It may be difficult to stay competitive without building a strong brand identity – that’s what I’ve seen.”
Demand for South Korea’s top five cosmetic brands has flourished, with the average U.S. online sales averaged 71% over the past two years.
However, South Korean companies cannot escape Donald Trump's tariffs on the country's goods – currently at 10%, but will rise to 25% without a trade agreement.
Tirtir said it would have to raise prices if higher rates start, but is still planning to double its U.S. sales.
Tariffs or no tariffs, and U.S. consumers will receive K-Beauty treatment.
