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K-Beauty's Next Chapter in the U.S.: Proving Reliability Over Simply Controlling Quality

Provision Consulting Group
Nov 4, 2025
3 min read

Updated: Nov 10, 2025

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 the influence of K-Beauty, which has grown alongside K-Culture, is now embedded even among mainstream U.S. professionals.

Despite K-Beauty's recent rapid rise fueled by the Korean Wave, Provision Consulting Group (hereafter Provision) stressed at the forum that "regulatory compliance must become the competitive edge" for K-Beauty to truly establish itself as a global brand.

The forum, regarded as the most influential event discussing U.S. cosmetic industry regulations, drew a large number of industry regulatory experts, representatives from major U.S. brands, and partners from global law firms. Key industry issues discussed included regulatory changes post-MoCRA, legal litigation risks, AI and social media advertising regulations, and eco-friendly packaging.

K-Beauty's Key to the US Market: Proving Trust Over Just Quality

While confirming the keen interest in K-Beauty's innovation, CEO Kwon of Provision pointed out the frequent lack of objective supporting data and scientific evidence related to U.S. FDA regulations.

"No matter how excellent the product quality is, 'safety known only to us' is not enough," he emphasized. "Scientific proof and documentation to back up the claim are essential, far more than relying on the experience of 'selling without issues for years.'"

Especially with the enhanced responsibility for product safety and efficacy proof under MoCRA, this 'absence of proof' has become the biggest risk for brands.

Kwon added, "What protects brand trust in the U.S. market is not just quality, but the system that can prove that quality. Building a foundation to objectively verify factory facilities, quality control, and R&D capabilities in advance is the starting point for stable growth." Multiple experts and attorneys present agreed, sharing real-world litigation cases where non-compliance led to brand image damage and massive financial losses.

"Regulation is Not a Barrier, But a Strategy and a Shield"

CEO Kwon went on to stress the urgent need for a "bridge role that encompasses both regulation and distribution." He then introduced Provision's proprietary 'Compliance-to-Commerce' solution.

This model goes beyond simple FDA registration or customs support, integrating regulatory compliance as the core pillar of a 'market entry strategy.' It is designed so that regulation directly translates into brand trust and growth. The solution garnered significant attention and positive response for connecting the entire market entry process—from manufacturer verification to secure buyer trust, FDA regulatory response, customs/distribution management, to regulation-based marketing and buyer connection—into a single system.

"The future of K-Beauty depends not only on innovative products but also on the accompanying thorough regulatory compliance capability," stated CEO Kwon. "Provision will continue to be a solid partner for K-Beauty companies, helping them overcome the immense regulatory threshold and establish themselves as trusted brands in the U.S. market."

Provision Consulting Group plans to persist in providing practical support for K-Beauty's successful establishment in the U.S. market and improving awareness of regulatory compliance, continually serving as a bridge to turn 'regulation' into a market opportunity.