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)

Model and beauty entrepreneur Josie Maran: 'Beauty is moving to a more healing, holistic, wellness and lifestyle approach'

Model and beauty entrepreneur Josie Maran: 'Beauty is moving to a more healing, holistic, wellness and lifestyle approach'

Josie Maran has a long history with beauty. From the time she was just 12 years old, Maran was working as a professional model. Six years into her career, which included spending hours in the makeup c...

10 Tammi 201927min

Tatcha's Vicky Tsai: 'Love your clients, love your products, everything else is icing.'

Tatcha's Vicky Tsai: 'Love your clients, love your products, everything else is icing.'

About 10 years ago, Vicky Tsai chose happiness. After years of working in corporate, she slowly realized that she didn't know what she wanted to do with her career. She had also been struggling with a...

3 Tammi 201927min

Celebrity hairstylist Frederic Fekkai: 'I need to build brands I believe in'

Celebrity hairstylist Frederic Fekkai: 'I need to build brands I believe in'

When Frederic Fekkai was a young man, he had no intention of entering the beauty space. In fact, he didn't even know it existed. Shortly after this discovery, Fekkai quit law school, moved to Paris an...

27 Joulu 201823min

Saks' Kate Oldham: 'There's always something outside the word of beauty that drives the category.'

Saks' Kate Oldham: 'There's always something outside the word of beauty that drives the category.'

Kate Oldham has spent most of her life working at Saks. Her first job with the company, a sales associate at their flagship store, was supposed to be a short term way to make money while she searched ...

20 Joulu 201825min

Shiseido president of global development Jill Scalamandre: 'I'm a brand builder'

Shiseido president of global development Jill Scalamandre: 'I'm a brand builder'

When Jill Scalamandre first started her career, she wasn't interested in beauty. She had spent some time after college working in a fashion house in Paris and was trying to figure out her next steps w...

13 Joulu 201833min

Dirty Lemon's Zak Normandin: 'Conversational commerce is the future'

Dirty Lemon's Zak Normandin: 'Conversational commerce is the future'

Zak Normandin is a problem solver. Back in 2009, he founded Little Duck Organics because he was having a hard time finding healthy snacks for his kids. After selling off a majority of that company, he...

6 Joulu 201832min

L'Oreal president of acquisitions Carol Hamilton: 'Transcending all trends is the experience a brand gives you'

L'Oreal president of acquisitions Carol Hamilton: 'Transcending all trends is the experience a brand gives you'

From the time Carol Hamilton was a little girl, she knew that she had a passion for beauty. What started as a love for lipstick would eventually blossom into a long, successful career in beauty. Now s...

29 Marras 201830min

Peach & Lily's Alicia Yoon: 'An industry is as innovative as consumers are demanding'

Peach & Lily's Alicia Yoon: 'An industry is as innovative as consumers are demanding'

When Peach & Lily founder and CEO Alicia Yoon moved to the United States from Korea to attend college, she would often share her love for Korean-based beauty via products and facials. Still, she often...

22 Marras 201838min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
rss-rahamania
rss-lahtijat
ostan-asuntoja-podcast
hyva-paha-johtaminen
rss-seuraava-potilas
rss-sami-miettinen-neuvottelija
rss-startup-ministerio
rahapuhetta
lakicast
rss-porssipuhetta
rss-bisnesta-bebeja
rss-sisalto-kuntoon
rss-set-for-life-sijoita-ja-vaurastu
rss-rahataito-podcast
rss-paasipodi
rss-viisas-raha-podi