Korean beauty startups bet booming US demand outlasts tariff pain
SEOUL (Reuters) -Emboldened by roaring online success in the U.S., South Korea's cosmetic startups 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 U.S. shelves, company executives have told Reuters. Korean beauty, or "K-beauty", products 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.
Reuters
•
46 minutes ago
