The global popularity of K-Beauty is undisputed. However, establishing a "sustainable brand" in the U.S. market is an entirely different challenge. While the U.S. beauty market is massive, the barrier to entry is narrower and more complex than most realize. From product sourcing and manufacturing to quality control, logistics, and FDA compliance—handling these stages in silos has long burdened brands with excessive time, costs, and risks. To eliminate these trial-and-error se

Gen Z: The New Core of the Global Beauty Market Gen Z (born 1997–2012) has firmly established itself as a pivotal consumer group in the global beauty market. Global consumer reports from BCG and McKinsey estimate their direct purchasing power at approximately $360 billion. Furthermore, they are recognized as an ‘Influential Consumer’ segment, significantly impacting the purchasing decisions of their peers and families. This generation maintains clear criteria for consumption.

Provision Consulting Group highlights K-Beauty's status and challenges as a speaker at the U.S. ACI Forum  "My daughter has watched K-Pop Demon Hunters five times already. She knows more about the K-Beauty products she sees on social media than I do." This comment from a regulatory expert at ACI’s Legal, Regulatory, and Compliance Forum on Cosmetics & Personal Care Products  in Santa Monica, California, on October 8, drew laughter from the audience. It solidified how deeply t

People are now applying serums not just to their faces, but also to their scalps. The growing recognition that ‘the scalp is an extension of the face’ is extending skincare routines up to the top of the head. This trend, known as Skinnification , where the principles of skincare expand to hair and body, is ushering in an era of ‘managing hair and scalp like skin.’ At the heart of this change is K-Haircare, an evolution of K-Beauty that has thrived on ingredients and science.