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)

Boy Smells’ rebrand fail, Amorepacific's manufacturing pivot, LVMH earnings, and Pact Collective’s Carly Snider on becoming beauty’s biggest recycler

Boy Smells’ rebrand fail, Amorepacific's manufacturing pivot, LVMH earnings, and Pact Collective’s Carly Snider on becoming beauty’s biggest recycler

Pact Collective isn’t the first company to try to solve the beauty industry’s waste problem. But in four short years, it’s already become the most successful.  “It feels like a really exciting time f...

17 Huhti 20251h 6min

Longtime beauty CMO Michelle Miller joins Glossy reporters to discuss the future of TikTok, plus industry news

Longtime beauty CMO Michelle Miller joins Glossy reporters to discuss the future of TikTok, plus industry news

Esteemed beauty marketer Michelle Miller knows a thing or two about a successful TikTok strategy. Miller served as CMO of K-18 during its gangbuster rise and 2023 strategic acquisition by Unilever. H...

10 Huhti 20251h 4min

With Sephora launch, Ultra Violette readies to take the US market by storm

With Sephora launch, Ultra Violette readies to take the US market by storm

Sephora has launched numerous new brands in recent months, many of them buzzy and beloved — but perhaps none has been as hotly anticipated as Ultra Violette (that's pronounced "violet"), the Aussie su...

3 Huhti 20251h 3min

Act+Acre founders on the rise of scalp-care: ‘Education is the forefront of the brand’

Act+Acre founders on the rise of scalp-care: ‘Education is the forefront of the brand’

Act+Acre’s husband-and-wife founders were early to the growth of the scalp-care market when they launched their brand in 2019 with one product: a $48 prewash treatment called Scalp Detox Oil.  “[Scal...

27 Maalis 202538min

Hair-care tycoon Carolyn Aronson enters mass with Cloud: ‘It has the callouts Gen Z is looking for’

Hair-care tycoon Carolyn Aronson enters mass with Cloud: ‘It has the callouts Gen Z is looking for’

Very few beauty entrepreneurs have had more success than Carolyn Aronson. In 2006, the longtime hairstylist and salon owner launched professional hair-care brand It’s a 10 with one hero product: Mira...

20 Maalis 202542min

Hally Hair's Kathryn Winokur: 'Gen Z is not static — she's growing up'

Hally Hair's Kathryn Winokur: 'Gen Z is not static — she's growing up'

Kathryn Winokur launched Hally Hair in 2021 after working for companies including PepsiCo and Dove. From engineering college partnerships to hosting a trip for Alabama sorority girls, the brand has su...

13 Maalis 202543min

C.O. Bigelow president Ian Ginsberg on unlocking profitable pharmacy retail: 'You have to create a want, not a need’

C.O. Bigelow president Ian Ginsberg on unlocking profitable pharmacy retail: 'You have to create a want, not a need’

For New Yorkers, C.O. Bigelow is an institution.  “There's something about the [Bigelow] apothecary that emotionally appeals to people,” Ian Ginsberg, president, pharmacist and third generation owner ...

6 Maalis 202542min

Kelli Anne Sewell is building a different kind of makeup artist-founded business

Kelli Anne Sewell is building a different kind of makeup artist-founded business

There is a traditional path for successful makeup artists nowadays: Build up a roster of influential clients, accrue a following on social media, and start a brand of your own. After all, makeup artis...

27 Helmi 202543min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
rss-sisalto-kuntoon
ostan-asuntoja-podcast
rss-rahamania
rss-lahtijat
rss-startup-ministerio
rss-seuraava-potilas
rahapuhetta
hyva-paha-johtaminen
rss-karon-grilli
oppimisen-psykologia
sijoituspodi
lakicast
rss-bisnesta-bebeja
rss-yrittajan-mindset
rss-viisas-raha-podi
rss-porssipodi