'K-beauty' start-ups bet on big US demand

Social media, K-pop seen fuelling interest

- HYUNSU YIM HYUNJOO JIN

Emboldened by roaring online success in the US, South Korea's cosmetic start-ups 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 US shelves, company executives have told Reuters.

Korean beauty, or “K-beauty” prod-ucts 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 — things like PSY in the past, BTS, and then Korean dramas and films like Parasite — those really paved the way,’ Tirtir CEO An Byung-Jun said.

“In the US market, there was already growing interest in South Korea. Then Korean cosmetics entered the scene. The quality was good, but the prices were lower than the existing luxury brands like L'Oreal or Estee Lauder.”

Tirtir's profile shot up last year following the viral online success of its cushion foundation shades designed for dark skin. The product will be sold at some US stores of Ulta Beauty this summer, Mr An told Reuters, adding it aims to double US sales this year.