Hey Everyone – Harry here 👋

Welcome to the first issue after our rebrand from Inquisition to Munui and the shift in our publication approach. We've decided to make quite a few changes to the newsletter, starting with its content.

From now on, instead of focusing solely on successful companies, we’ll also cover stories from a variety of perspectives, including:

• Companies that have failed and the valuable lessons we can learn from them. (e.g., Quibi)

• Introducing “The Series” – a collection of in - depth report style deep dives into specific regions and markets (e.g., South Korea and K-Beauty).

• Interviews with founders at every stage (pre-seed, seed, Series A, Series B, etc.) to those who are bootstrapping, asking about the lessons they’ve learned, advice they’d offer, and what they’d do differently. (To be Launched)

Additionally, the newsletter will now be published bi-weekly instead of weekly, posted every Thursday. This change allows us to focus on producing higher-quality content while diversifying the types of stories we bring you.

The future is exciting, and I’m incredibly grateful for your continued support. Thank you for sticking with us!

Welcome to The Series!

The Series is a collection of in-depth, report-style deep dives into specific regions and markets.

The first series will focus on South Korea, covering topics ranging from K-Beauty to K-Pop, and will analyze the entire Korean Wave and its future. After launching the Korea Series, The Series will analyze other countries in-depth, presenting them as individual series (e.g., the Vietnam Series).

K-Beauty 101: A Quick Rundown

Skincare Basics

• Lotion: Lightweight moisturizer that hydrates and preps the skin for the next steps in the skincare process.

• Cream: Thicker moisturizer for locking in hydration; ideal for dry or sensitive skin.

• Essence: Lightweight, hydrating liquid that preps the skin and enhances serum absorption.

• Serum: Concentrated treatment targeting specific concerns like wrinkles, acne, or dark spots.

• Toner: Refreshes and balances skin after cleansing, often used to hydrate or mildly exfoliate.

• Sheet Masks: Single-use masks soaked in essence, delivering a hydration or brightening boost.

• Cleansing Oil: First step in double cleansing to remove makeup and sunscreen.

• Foam Cleanser: Second step in double cleansing, which thoroughly removes dirt and impurities.

• Sleeping Pack: Overnight mask that seals in all previous products for intense hydration.

• Sunscreen: Essential daily protection against UV rays, prevents aging and sun damage.

Makeup Staples

• Cushion: Makeup foundation in a compact, offering buildable coverage with a dewy finish.

• BB Cream: Combines skincare benefits with lightweight foundation coverage.

• CC Cream: "Color Correcting" cream that evens out skin tone and provides light coverage.

• Lip Tints: Lightweight, long-lasting lip color for a natural or gradient lip look.

• Brow Pencils: Defines and fills in eyebrows for a polished look.

• Blusher: Adds a natural flush to cheeks; often available in cream or powder formulas.

• Eyeliners: Creates precise lines for defined or dramatic eye looks.

Special Treatments and Add-ons

• Ampoules: Supercharged serums with highly concentrated ingredients for targeted treatment.

• Peeling Gel: Gentle exfoliator that removes dead skin without harsh scrubbing.

• Hydrogel Masks: Cooling, gel-based masks for hydration and calming effects.

• Pimple Patches: Clear, medicated patches to protect and heal acne spots.

• Brightening Products: Skincare with ingredients like niacinamide and vitamin C to boost glow.

• Snail Mucin Products: Known for repairing and hydrating skin, unique to K-Beauty.

Editor's Note: Above is a quick rundown of the different types of skincare and makeup products available to the general public, mentioned simply to help readers better understand certain terms that will be referenced later in this issue.

Early Days of Modern K-Beauty:

If we were to delve into the entire rich history of K-Beauty, we'd need to go back to the Three Kingdoms period (Goguryeo, Baekje, and Silla, 57 BC–AD 668). A mural from the Goguryeo Kingdom, such as the one in the Susan-ri Tomb in North Korea (a UNESCO World Heritage site), depicts nobles with pale white skin, emphasizing the importance of beauty and class even then. According to a 2014 article by Korea's state-run agency, "[w]hite and glossy skin symbolized high class, which motivated people—men and women alike—to make their skin white through bathing and cosmetic products made with natural ingredients."

This preference for fair skin persisted through the centuries. In the 17th-century folk tale Chunhyangjeon, the protagonist's love interest, Mongryong, is even described applying makeup to whiten his face before meeting her. A notable example of this beauty ideal is Sin Yun-bok's painting, Miindo (A Beautiful Woman). Sin Yun-bok, a renowned Korean painter of the Joseon period, was known for his realistic depictions of daily life during his time. This particular painting offers a glimpse into the beauty standards of the era, capturing the aesthetic ideals that influenced society.

Before the 20th century, beauty products were largely exclusive to the upper class in Korea. In the early 1900s, the Japanese Colonization (1910–1945) and the influence of Western culture began to shift beauty standards. During this time, Korea's traditional beauty practices were affected by the introduction of Western and Japanese cosmetic products, though the period was marked by cultural suppression, forced labor, and significant hardship for the Korean people. The colonization era introduced industrial changes that affected various sectors, including beauty, but these changes were largely imposed by external forces rather than driven by Korean cultural evolution.

After the Korean War (1950–1953), during South Korea's rapid economic boom in the 1960s and 1970s, the K-Beauty industry grew significantly within the local market. As the Korean Wave (Hallyu) gained global popularity in the late 20th century, it fueled the rise of K-Beauty, with the increasing popularity of Korean dramas, movies, and music introducing Korean beauty trends to international audiences. Additionally, the high quality of K-Beauty products, with a focus on prevention and protection of skin by using high-quality ingredients, has significantly contributed to their global adoption, further accelerated by the worldwide promotion of the Korean Wave.

Overview of the Global K-Beauty Market:

• According to a McKinsey & Company report, "[t]he global beauty market grew 10 percent during 2023."

• The Korean cosmetics market was valued at $6.57 billion in 2023 and is projected to grow to $9.05 billion by 2029.

• South Korea is the world's fourth-largest exporter of cosmetics, following France, the United States, and Germany.

• In 2023, South Korea exported $8.5 billion worth of cosmetics, marking a 6.4% increase compared to 2022.

Top Consumer Countries:

1. China: World’s largest consumer of Korean cosmetics.

   • Export value: $2.78 billion

   • Represents a 23.1% decrease compared to 2022.

2. United States: Second-largest consumer of Korean cosmetics in the world.

   • Export value: $1.28 billion

   • Reflects a 44.7% increase compared to 2022.

3. Japan: Third-largest consumer of Korean cosmetics in the world.

   • Export value: $800 million

   • Shows a 7.5% increase compared to 2022.

• South Korea is experiencing an overall increase in cosmetic exports worldwide, except to China. South Korea now exports to 165 countries, reflecting a growing diversification of its export markets.

  • Notably, South Korea has become the largest cosmetics importer in Japan, accounting for 21.6% of total imported cosmetics in 2023, surpassing France for the second consecutive year.

The Rise of K-Beauty: How It All Started

The Korean Wave dates back to the late 20th century, when South Korea began exporting media content to nearby countries in Southeast Asia, where it gained significant popularity. The rise of K-Beauty is closely linked to this phenomenon, as various cultural content positively influenced the global spread of Korean beauty products.

In 2008, South Korea experienced Korean Wave 2.0, with the country producing mega-hits in music, film, and television, including iconic moments like "Gangnam Style". This era saw a rapidly growing global demand for Korean content, further fueling the introduction of K-Beauty to mass international consumers. The high quality and unique innovation of Korean beauty products, coupled with their strong cultural influence, contributed to the growing popularity of K-Beauty across Asia and beyond.

K-Beauty's transition from local success to international recognition was driven by several factors. South Korea's economic boom in the 1960s and 1970s laid the foundation for a thriving cosmetics sector. As Korean media content gained global traction, it created a platform to showcase Korean skincare and cosmetics. Products that emphasized skin health and natural beauty resonated strongly with consumers, setting K-Beauty apart from other beauty industries.

A defining feature of K-Beauty is its focus on skincare over makeup, prioritizing prevention and protection rather than covering imperfections. This philosophy, combined with innovation and affordability, played a significant role in K-Beauty's global rise.

• Products like sheet masks and BB creams introduced accessible, high-quality solutions to skincare enthusiasts worldwide.

• Multi-step skincare routines. The "10-Step Korean Skincare Routine" emphasized personalization and dedication, appealing to beauty consumers seeking effective solutions.

The rise of social media platforms like Instagram, YouTube, and TikTok further fueled K-Beauty's global reach. Influencers and everyday consumers showcased Korean skincare routines and product reviews, creating viral trends and driving widespread adoption.

Additionally, E-commerce platforms such as Amazon, YesStyle, and specialized Korean beauty sites made K-Beauty products more accessible to international consumers. In the early 2000s, these products were primarily available in small beauty shops in Koreatowns or at duty-free stores in South Korea. However, the growth of e-commerce bridged geographical gaps, enabling cosmetic companies to enter the global market directly through these platforms.

This expansion, coupled with an increase in third-party sellers, transformed K-Beauty into a worldwide phenomenon. The success of e-commerce also influenced physical retailers like Sephora to introduce dedicated "K-Beauty" sections both in-store and online, further cementing K-Beauty's status as a global trend.

Things to know to understand how the K-Beauty industry is dominating the global beauty market:

1. Modern K-Beauty popularity began in the early 2000s, with companies like LG Household & Health and Amore Pacific first entering markets in the Asian region before expanding to the West.

2. In its early days (late 1990s to early 2000s), K-Beauty products were typically found only in boutique beauty shops in Asian towns, not in major retail shops outside South Korea.

3. BB creams were not invented in Korea. They were formulated in the 1960s by Dr. Christine Schrammeck in Germany to protect patients' skin after facial peels and surgery. However, K-Beauty companies perfected the formula and popularized it, influencing other countries to create their own versions.

4. Cushion foundation was invented by the Korean beauty conglomerate Amorepacific in 2008, sweeping the world with its innovative approach of providing both makeup coverage and skincare benefits.

Major K-Beauty Brands that are influencing the Global Beauty Markets:

1. Amorepacific: A leader in the K-Beauty industry, driving innovation with luxury and skincare brands, including Laneige and Sulwhasoo. A major player in shaping global beauty trends.

2. Sulwhasoo: A global symbol of luxury skincare, combining traditional Korean ingredients with modern technology for high-end anti-aging products.

3. Innisfree: Revolutionized the beauty industry by focusing on natural ingredients from Jeju Island, promoting eco-friendly and effective skincare.

4. Etude House: Appeals to younger audiences with fun, affordable skincare and makeup products, creating a playful yet impactful market presence.

5. Dr.Jart+: Gained international acclaim for dermatologically-backed, innovative skincare solutions, particularly its Cicapair line for sensitive skin.

6. Missha: Built a global reputation for high-quality skincare and makeup at affordable prices, with its Time Revolution line being a standout.

7. The Face Shop: Became a global favorite for its use of natural ingredients, offering accessible skincare and makeup products.

8. Cosrx: A go-to brand for effective, minimalist skincare, particularly for acne treatment and sensitive skin, known for innovative products like the Snail Mucin Power Essence.

9. Tony Moly: Captured global attention with cute packaging and effective skincare products, especially in the sheet mask category.

10. Holika Holika: Made its mark with playful, affordable skincare and makeup catering to a wide range of beauty needs.

11. Clio: Carved out a reputation for high-performance makeup, particularly with its Kill Cover foundation line.

12. Beauty of Joseon: Combines traditional Korean skincare wisdom with modern formulations, focusing on high-quality, effective products rooted in historical beauty practices.

How the K-Beauty Industry is Dominating the Global Beauty Market:

Is K-Beauty's rapid rise in the global beauty market simply luck? Or is it a combination of various factors mixed with luck?

Short Answer: A combination of multiple factors and shifting consumer trends has led to the success and continuous expansion of the K-Beauty industry.

Long Answer: K-Beauty is dominating the market by effectively combining various success factors, creating limitless synergy alongside the element of luck. One of the contributing factors to the success of K-Beauty is consumers' ongoing interest in health and wellness, as well as the rise of social media consumption, which leads consumers to explore new alternatives to their existing products and services. The influence of the Korean Wave has also positively supported the rise of K-Beauty.

With these factors in place, the K-Beauty industry has experienced massive expansion in both local and global markets, resulting in record-breaking export amounts every year from the beauty sector. This growth has led to record sales and the expansion of not only the sellers but also the manufacturers of these beauty products across the globe, establishing South Korea as the world’s fourth-largest beauty product exporter.

Below are the factors that have contributed to the growth of the K-Beauty sector:

1. Consumers' Ongoing Interest in Wellness:
   → The wellness market has seen impressive growth globally in recent years. Valued at $4.6 trillion in 2020, the wellness market surged to $5.8 trillion by 2022, with projections putting it at a record $6.4 trillion by the end of 2023—an annual growth rate of 9%. A recent report by McKinsey & Company also highlights how Millennials and Gen Z are driving this growth, particularly in health and wellness spending. These generations are dedicating more of their budget to appearance-related products, such as skincare and haircare. This trend has had a direct impact on K-Beauty, as consumers look for high-quality, effective beauty products that align with their wellness-focused lifestyles.

2. Increase in Education and Awareness About Specific Ingredients Used by Beauty Manufacturers:
   → Social media has drastically increased access to information, helping consumers become more educated about the ingredients in the beauty products they use. Platforms like TikTok, Instagram, and apps such as Think Dirty have empowered users to evaluate products based on their ingredients. This rise in consumer knowledge has contributed to the growth of the K-Beauty sector, where products are often known for using pure, natural ingredients and following the "clean beauty" trend. As more consumers look for products that align with these values, Korean skincare brands are perfectly positioned to meet this demand.

3. Consistent Use of High-Quality Ingredients at Affordable Prices in Skincare:
   → Beyond pure ingredients, one of the main drivers behind the growth of K-Beauty is the consistent use of high-quality, innovative ingredients such as snail mucin, green tea, ginseng, and rice water. These ingredients, known for their effectiveness, not only appeal to consumers but also set K-Beauty apart in the global market. What’s even more powerful is the ability to offer these high-quality products at an affordable price, which makes them accessible to a wider audience. This combination of quality and value has fueled the global success of K-Beauty products, which continues to grow year after year.

4. The Rise of Social Media:
   → Social media has proven to be a game-changer for Korean beauty companies. Brands like Beauty of Joseon (BOJ) have leveraged platforms like Instagram and TikTok to spread awareness of their products to a global audience. By collaborating with influencers from mega to nano, and encouraging user-generated content across multiple channels, BOJ has skyrocketed to become the #1 sunscreen seller on Amazon U.S. and has expanded its reach worldwide. This is a prime example of how social media is not just a marketing tool but a vital asset for growth in the modern business landscape. Similarly, brands like Cosrx, with its popular Snail Mucin Cream, have found international success, thanks to influencer collaborations and the organic promotion of products through user reviews and content.

5. The Significant Contribution of the Korean Wave:
   → Most of us have heard of the “Korea Wave,” or “Hallyu,” which is the global cultural phenomenon sweeping entertainment, beauty, fashion, and language. This movement has not only raised South Korea's cultural profile but has also sparked interest in its products, including skincare and cosmetics. K-Pop, K-Drama, and K-Movies have had a major influence on global audiences, many of whom now adopt the beauty routines seen on their favorite stars. These routines often feature Korean skincare products, which has led to an increase in exports and helped cement K-Beauty as a global powerhouse. The Korea Wave has essentially created a cultural and commercial ecosystem where K-Beauty thrives, contributing to the global reach and accessibility of Korean beauty products.

Challenges for K-Beauty Players:

1. Increase in intense competition:
    → As K-Beauty gains popularity worldwide, various companies face increasing competition from both local and global brands. New and existing brands are becoming more competitive by introducing innovative ingredients into their beauty products.

   
   Additionally, major and emerging brands are producing cosmetics through Korean manufacturers such as Cosmax, a leading company specializing in cosmetics production using cutting-edge technology. This trend makes it harder for Korean beauty brands to differentiate themselves from competitors, intensifying the already competitive landscape.

   
   The result is a highly saturated local and global market, presenting significant challenges for K-Beauty companies striving to stand out.

2. Combating Counterfeit Products:
    → Due to the rapid rise of K-Beauty products across the globe, we also see a continuous increase in the number of counterfeit goods in global markets. This will undoubtedly damage the brand reputations, damage trust in the general K-beauty industry, and pose health risks to the consumers such as skin irritation, rashes, infections, and even long-term health issues.

3. Overcoming the reliance on the Korean Wave (Hallyu):
   → Despite the growing popularity of K-beauty brands, there is still a major influence from the Korean Wave which is being leveraged as an opportunity for Korean brands (Beauty, Food, Entertainment, Tourism, Fashion, etc) to further spread its presence.
   Due to the Korean Wave likely going to experience one of two outcomes:

   • (Potential Outcome 1): Continuing to expand its popularity and influence across various cultural sectors—already an integral part of global pop culture, with its impact shaping future trends in entertainment, fashion, beauty, and beyond.

   • (Potential Outcome 2): Sometime experiencing an ebb and flow, where the trend of Korean Wave (Hallyu) might come to an end.

It will be important for K-beauty brands to become more independent by continuing to innovate and ultimately becoming a household product for global consumers, regardless of their demographics or economic status.

Future of K-Beauty:

1. Continuous Innovation in Skincare and Makeup Products:
   We can expect the K-beauty industry to continue its innovation by introducing new, technology-based products that contribute to the overall improvement of beauty experiences for consumers. Industry players will keep producing innovative products, not only due to the challenges posed by competition but also in an attempt to capture a larger share of the global beauty market. A recent example of innovation in Korean beauty cosmetics is the “VT Reedle Shot” by VT Cosmetics, which uses micro-needles to enhance the absorption of skincare ingredients directly into the pores.

2. Global Expansion in Every Aspect—From Products to Manufacturing:
   → K-Beauty products are entering the global market at a rapid pace. Previously, companies were mostly focused on nearby markets like the U.S. and Europe, but this has now shifted toward the Middle East and Latin America—demonstrating real-life global expansion.

   
   In addition, K-beauty products are not the only ones going overseas; manufacturers of Korean cosmetics (e.g., Cosmax, Kolmar, etc.) have been actively opening offices and production factories in specific regions (e.g., the U.S., Mexico, and are actively considering building a manufacturing facility in Mexico). This expansion was sparked due to the continuous increase in demand from local cosmetic companies for K-beauty products. This leads to the hypothesis that, in the future, the number of Korean cosmetic manufacturers expanding overseas will increase, alongside a rise in local Korean beauty products—whether from Korea or from local cosmetic companies that have adopted Korean-style skincare/makeup products, ingredients, and manufacturing processes.

3. Increased in personalized beauty with an combination of technology:
   → As time passes, the beauty industry is experiencing a shift: personalization. This is possible due to cosmetic companies creating personalized, skin-based formulas and on-demand production, allowing users to own their own cosmetic production machines, which are the size of a coffee machine. In addition, to better evaluate user needs, the industry is seeing various startups that use AI to analyze individual users' skin and provide personalized solutions regarding the types of products to use, ingredients, and more. These efforts to make personalization possible in the beauty industry can be seen as a glimpse into our future, especially in an industry where every user has different skin types, preferences, needs, and wants. Furthermore, Korean manufacturing companies, such as Cosmax with its recent acquisition of the Artbox (AI Skincare Advisor) platform, are demonstrating the general trend toward making personalization a reality in the industry, alongside increased creativity from Korean beauty and manufacturing companies in the crowded market.

Key Takeaways from the Global K-Beauty Industry Overview:

During this issue, we had the opportunity to explore the global K-Beauty industry and dive deep into the topic. The K-Beauty industry has a long, rich history, and its uniqueness in products and the country of origin (e.g., the Korean Wave) has undeniably contributed to its rapid growth. Another key takeaway for readers from this issue is the power of social media platforms. It is no overstatement to say that the rise of social media has been a pivotal moment for K-Beauty and the Korean Wave, particularly in terms of the globalization of this cultural phenomenon. The Korean wave has generated numerous opportunities not only for Korea but also in sectors like beauty, fashion, food, entertainment, and more.

The key lesson here is the importance of continuing to leverage social media platforms effectively, whether you are a B2B or B2C brand, by building communities with your target customers. Building something from scratch takes a long period of time, and creatively approaching challenges is crucial. Those who succeed are the ones who treat it like a marathon.

Below are the key strategies that the K-Beauty industry has used to become the world’s 4th largest cosmetics exporter:

1. Spotting the right market and trend is super crucial:
   → It can be frustrating when people say, "[y]ou need 'luck' to succeed." But what does "luck" really mean, and how can you find and apply it to your business?

   
   The answer is simple: By spotting the right markets and trends and being proactive and open to new opportunities. Many Korean companies have gained global recognition due to their ability to tap into the Korean Wave and align their products with this growing cultural movement. None of this would have been possible if these companies hadn’t embraced change and seized new opportunities.
   

   The lesson here is the importance of identifying the right market and trend. This could involve creating a system to validate new ideas, staying informed through content consumption, and being open to the next big opportunity, even if it’s not immediately obvious. For instance, the tech trend for 2025 and beyond is expected to revolve around Vertical AI Agents, driven by AI startups like OpenAI, Anthropic, Perplexity, and others.

   
   In the same way, many Korean companies in industries like entertainment, beauty, fashion, and tourism have succeeded by identifying and predicting emerging trends. A notable example is BOJ, which capitalized on influencer marketing and e-commerce platforms such as TikTok Shop to boost sales, leading to remarkable growth in a short period.

2. Having an really clear general identity matters as an industry matters a lot:
   → Consumers generally recognize K-Beauty products for their clean formulations, use of pure ingredients, and the "skin-first" philosophy, which has been passed down through generations. However, K-Beauty leaders have gone beyond merely promoting this philosophy—they’ve successfully integrated it into their product development. Many established K-Beauty brands prioritize high-quality ingredients while incorporating innovative technologies (e.g., micro-needles). Newer companies are also adopting similar approaches, further solidifying the industry’s reputation for its "skin-first" focus, which combines premium ingredients with cutting-edge innovations.
   

   These actions demonstrate the importance of having a clear identity and strong value propositions within an industry. Whether you're introducing an entirely new industry or revamping an existing one, these principles can help shape it and make it mainstream—proving that success can come from anywhere and anyone.

3. Truly leverage the social media platforms for recognition and growth in sales, etc:
    → As the title states it, every company needs to leverage the social media platforms for not only brand awareness but also for growth in sales, etc. A lot of the young rising K-Beauty companies have aced this aspect by collaborating with various types of influencers to producing User Generated Content (UGC) alongside with having their focus first centered on the online shopping experience instead of the traditional method - knocking on the traditional distribution channels (e.g., Sephora, Costco, etc). These efforts have successfully paid off, for example, BOJ’s “Glow Serum” have reached the #1 rank in Amazon during 2024 under the best selling serum to go viral on tiktok with the company’s name hashtag surpassing over 100 million views. It teaches us an important lesson that one of the key aspects for the future of e-commerce is to successfully promote by implementing strategic campaigns such as leveraging influencers with strong brand and community to mass distribute the product so it can experience virality through User Generated Content (UGC).

4. Implement the Quality First Approach:
    → As we all know, K-Beauty products are generally known for their high quality, thanks to the use of premium ingredients and affordable prices. This is made possible by the industry's "Quality First" approach—a crucial lesson for every brand out there. Quality is one of the most important factors in the beauty industry, given the sensitivity of consumers, and K-beauty companies have not only delivered high-quality products through this approach but have also ensured effectiveness while maintaining generally affordable prices. As a result, this has led to a continuous increase in sales and export revenue, helping South Korea become the world’s 4th largest cosmetics exporter.

5. What if we combined the Quality First Approach with Innovation?
    → In a market as competitive as the global beauty industry, companies must prioritize continuous innovation to thrive. Quality is essential for building trust and loyalty among customers, but it alone is insufficient to sustain success in an oversaturated marketplace. Without innovation, even the highest-quality products can plateau in their appeal. While the "Quality First" approach fosters customer trust and creates a loyal fanbase, standing out in a crowded field requires offering something new and exciting.
   Innovation can take many forms—introducing unique ingredients, incorporating advanced beauty technologies, or reimagining packaging and sustainability practices. There are no strict definitions or boundaries for what constitutes innovation, but its presence is crucial to differentiating a brand from both new and established competitors. The key takeaway is that combining the "Quality First" approach with constant innovation creates a powerful synergy, enabling brands to capture attention, maintain relevance, and achieve long-term growth. This formula is not exclusive to the beauty industry; it applies universally across all sectors.

6. The world is your playground that you can strive at:
    → “Going global” is the new trend for most Korean companies, whether you’re a conglomerate or a small-to-medium-sized business inside or outside the beauty industry. The local market is overly saturated and dominated by conglomerates that have their hands in almost every major sector (e.g., beauty, entertainment, biotech, semiconductors, etc.). Plus, thanks to the spread of the Korean Wave across the globe, many early-adopting Korean beauty companies have jumped into the global market and actively captured market share. The key takeaway here is that the world is our playground. Globalization of any product or service isn’t just an option; it’s a necessity to reach the next level. With social media platforms making globalization much easier compared to a decade ago, the time to act is now.

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Thank you so much for reading!

-Harry