TECHNOLOGY
TikTok saw a
125 %
surge in K-Beauty searches
“ We started to see this increase in growth in interest in K-beauty, and began developing a skincare brand to meet that demand … when we really saw it emerging in the US,” says Seoul Ceuticals’ Director of Retail Relationships Ann Majeski.
“ It has been extremely successful. We’ ve seen a global acceptance and demand for the K-beauty products.”
Though making its products in the US, its products are sourced from South Korea.
For Seoul Ceuticals, this is enough to label itself as a K-beauty brand. This is a point of argument for many, including Seung-Goo Kim, Co-Founder of Hwarang’.
“ The products should be manufactured by a Korean manufacturer,” emphasises Seung- Goo. As South Korea continues with its innovation and marketing strategy, K-beauty is only set to grow further – especially as more US-based companies are embedding Korean products within their brands. The cosmetics industry is shifting, which leads us to wonder whether K-beauty will take the lead.
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