SEOUL ¨C Emboldened by roaring online success in the U.S., South Korea¡¯s cosmetic startups are expanding their bricks-and-mortar presence in the world¡¯s biggest consumer market, confident their mass appeal will offset the hit from tariffs. Brands like Tirtir, d¡¯Alba, Torriden and Beauty of Joseon are in talks with major retailers to stock their U.S. shelves, company executives have said.
Korean beauty or ¡°K-beauty¡± products are able to compete globally on quality, price and snappy marketing and have benefited greatly from the success of the Asian export giant¡¯s other consumer hits, namely its music, film and television.
¡°K-culture ¡ª things like PSY in the past, BTS, and then Korean dramas and films like ¡¯Parasite¡¯ ¡ª those really paved the way,¡± Tirtir CEO An Byung-Jun said.
With your current subscription plan you can comment on stories. However, before writing your first comment, please create a display name in the Profile section of your subscriber account page.