Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea

Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea

If you've scrolled TikTok lately, perhaps you've come across a sunscreen from K-beauty brand Beauty of Joseon. On the app, it's somewhat ubiquitous. Sumin Lee is part of a team that acquired the brand and totally reinvented it, introducing the version today's U.S. consumers know in 2019. In the five years since, it's become a hit, particularly for its sunscreens, including the Relief Sun Aqua-Fresh: Rice + B5 (SPF50+ PA++++). It not only uses advanced SPF filters that were previously unavailable in the U.S., but it's also relatively affordable, at $18. The brand has taken off not only on TikTok Shop but also on Amazon. Lee credits the sunscreen's success to both its super-lightweight texture and TikTok itself. The brand is formulated around "hanbang" ingredients, meaning the formulas feature traditional Korean herbs as key ingredients. On this week’s episode of the Glossy Beauty Podcast, founder Sumin Lee discusses the brand's exceptional popularity in the states, especially compared to Korea, its upcoming retail expansion in the U.S. and its strategy for combatting counterfeiters.

Jaksot(380)

The NPD Group's Larissa Jensen: 'Brands are now reacting to consumer demand'

The NPD Group's Larissa Jensen: 'Brands are now reacting to consumer demand'

The role of the analyst in any industry is to monitor how that industry is evolving and track the movement of some of its most major players. Larissa Jensen's industry of focus is beauty, and she has ...

2 Touko 201935min

Erno Laszlo's Charles Denton: 'If you want to succeed, you need to embrace risks'

Erno Laszlo's Charles Denton: 'If you want to succeed, you need to embrace risks'

When Charles Denton took over Erno Laszlo in 2011, the massive legacy brand was flailing. Now, eight years into his role of chairman and CEO, Denton has big plans for the brand, including new efforts ...

25 Huhti 201940min

Briogeo's Nancy Twine: 'The challenge of working with retailers is we don't get customer data'

Briogeo's Nancy Twine: 'The challenge of working with retailers is we don't get customer data'

After a seven-year career at Goldman Sachs, Nancy Twine decided to try to make a company out of the curly-hair products she'd made for herself for years. So she presented her products at a trade show,...

18 Huhti 201934min

Beautycon's Moj Mahdara: 'Experiential retail and e-commerce is how we scale'

Beautycon's Moj Mahdara: 'Experiential retail and e-commerce is how we scale'

When Moj Mahdara took the role as Beautycon CEO, she wasn't particularly interested in beauty. To this day, she doesn't wear makeup herself. What she was attracted to was the unique community and fand...

11 Huhti 201932min

Hum Nutrition's Walter Faulstroh: Launching as a DTC brand allows you to educate the customer

Hum Nutrition's Walter Faulstroh: Launching as a DTC brand allows you to educate the customer

Before starting Hum Nutrition, Walter Faulstroh was a beauty junky with some frustrating skin problems. He had always had a passion for skin care, but no matter what he did, he couldn't seem to get ri...

3 Huhti 201931min

Tengram Capital Partners' Rich Gersten: 'Clean' and 'natural' are no longer differentiators

Tengram Capital Partners' Rich Gersten: 'Clean' and 'natural' are no longer differentiators

In the last few years, there has been a boom of investments in the world of beauty. Brands like Glossier continue to receive massive rounds of funding, and join the elite club of beauty brands that ha...

28 Maalis 201935min

SoulCycle's Melanie Whelan: We're finding more ways to engage with our customer

SoulCycle's Melanie Whelan: We're finding more ways to engage with our customer

When you look at Melanie Whelan's career path, it doesn't exactly point to SoulCycle. Prior to landing at Equinox and SoulCycle, Whelan held positions at Starwood Hotels and Resorts and Virgin USA. Fo...

21 Maalis 201933min

Bloomingdale's Stacie Borteck: We're evolving to meet the needs of the modern beauty consumer

Bloomingdale's Stacie Borteck: We're evolving to meet the needs of the modern beauty consumer

It is no secret that with the rise of direct-to-consumer companies and e-commerce shopping, legacy retailers are struggling to maintain massive flagship stores and retail footprints. While some retail...

14 Maalis 201933min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
rss-rahamania
ostan-asuntoja-podcast
hyva-paha-johtaminen
rss-lahtijat
rss-sisalto-kuntoon
rss-seuraava-potilas
rss-sami-miettinen-neuvottelija
rss-startup-ministerio
herrasmieshakkerit
rahapuhetta
lakicast
rss-porssipuhetta
asuntoasiaa-paivakirjat
rss-set-for-life-sijoita-ja-vaurastu
rss-viisas-raha-podi
rss-vaikuttavan-opettajan-vierella