Latest news with #K-culture
Forbes
an hour ago
- Business
- Forbes
Netflix, Martha Stewart, T.O.P And Lil Yachty Welcome You To The K-Era
Lil Yachty, Martha Stewart and T.O.P appear in Netflix's new K-content campaign. Let's face it—a collaboration between lifestyle mogul Martha Stewart and South Korean rapper and actor T.O.P was something no one saw coming, but that's precisely what happened when Netflix revealed its latest ad for Korean content. The two-minute video on Netflix's YouTube channel also features American rapper Lil Yachty, himself a longtime K-culture fan who famously paid tribute to the iconic K-pop boy band BIGBANG (of which T.O.P is a former member) in 2016 by freestyling to their songs. (And seeing as how T.O.P is clearly his favorite BIGBANG member based on that clip, it was probably only a matter of time before he and the real T.O.P found themselves in the same video.) In Netflix's promotional clip, Stewart is caught crying while watching the hit K-drama When Life Gives You Tangerines. When told that she doesn't speak Korean, Stewart responds, 'I don't, it speaks to me.' Stewart is later seen actively engaging with and taking cues from other blockbuster Korean shows like Squid Game, All of Us Are Dead and Physical: 100. She also chats with Lil Yachty about Single's Inferno while wearing a snail mucin sheet mask on her face—one of (many) items popularized by the ever-growing K-beauty trend. T.O.P (real name Choi Seung-hyun), who plays Thanos in Squid Game season 2, appears in Stewart's dressing room in the latter half of the video and flashes her the classic Korean 'finger heart' sign. At this point, the camera cuts to a barrage of additional K-culture references found throughout the room, from the song 'Like Jennie' by BLACKPINK member Jennie blasting from a speaker to a tray filled with Korean snacks and beverages to Stewart wearing an Extraordinary Attorney Woo T-shirt. 'I've seen this before… You're in deep on K-content. Don't worry, she'll be fine,' T.O.P remarks, at least according to the English subtitles. (A more literal translation of what he actually says would be something like: 'Oh, I see you're hooked on not only K-content but Korean culture as well. Don't worry, that happens to everyone.') He then makes his exit with the now-iconic 'Skrrt!'—which all three stars repeat at the very end while dressed in Squid Game tracksuits. Social media reactions to the unexpected collab have been overwhelmingly enthusiastic, with many users praising Netflix for the surprise video and gushing over T.O.P's appearance in the clip. Some of the user comments on the "Welcome to Your K-Era" video on Netflix's YouTube channel More user comments on Netflix's new K-content promotional video Commenter on YouTube references the 2016 BIGBANG tribute video in which Lil Yachty raps and talks to ... More cardboard cutouts of BIGBANG members. Screenshot of a post on X Netflix's slogan for its 'Welcome to Your K-Era' campaign is 'You Don't Have to Speak It to Love It' (for anyone who's interested, a more literal translation of the Korean phrase would be: 'Even if you don't know the language, you know the feeling!'), acknowledging the power of K-content to resonate with audiences across the globe despite the language barrier. That said, as an aside, it should be noted that the Korean language is also experiencing a worldwide boom these days. For instance, a recent study by the Modern Language Association found that out of the 15 most commonly taught foreign languages at U.S. colleges and universities, Korean was the only language to show remarkable growth between 2016 and 2021—a whopping 38.3% increase in enrollment over that five-year period. Biblical Hebrew and American Sign Language were the only other languages that showed increased enrollment—9.1% and 0.8% respectively—while all other foreign languages showed a marked decline in enrollment over that time period. To feed your K-content obsession—and perhaps help you improve your Korean listening comprehension skills—Netflix now has a 'Welcome to Your K-Era' panel on its interface, which serves as a one-stop shop to find all your favorite Korean films and shows on Netflix. (Tip for those new to Korean movies and shows: ALWAYS watch them subbed, NEVER dubbed!) Residents of Los Angeles, California might have also seen these Netflix billboards along Sunset Boulevard featuring Korean-only captions, often superimposed on ads for popular Netflix Korean shows: Billboard in LA with Netflix's new K-content slogan "You Don't Have to Speak It to Love It" written ... More in Korean (a more literal translation would be: "Even if you don't know the language, you know the feeling!") Netflix billboard in LA for 'Squid Game' that reads, "It's now time to end the game" in Korean Netflix billboard in LA for 'Single's Inferno' that reads, "Jun-seo over Tae-oh, you've crossed the ... More line" in Korean Netflix billboard in LA for 'The Glory' that reads, "You've messed with the wrong person" in Korean There's also a video billboard in New York City's Times Square that shows all of these ads along with a few more featuring other Korean shows. Below is a still frame for the K-zombie thriller All of Us Are Dead: Netflix digital billboard in Times Square for 'All of Us Are Dead.' The Korean words read, "Now our ... More school is in the middle of a survival class." Netflix's K-content promotional campaign comes on the heels of its global fan event Tudum, which featured many K-culture moments both during and in the lead-up to the live event held in Los Angeles on Saturday, May 31st. That weekend, Tudum coincided with other events in Los Angeles that celebrated K-culture, including an epic sold-out concert by K-pop boy band Stray Kids (whose global fanbase is predominantly non-Korean), a concert by Korean singing legend Baek Ji-young, and 88rising's annual Head in the Clouds music festival, which saw many K-indie and K-pop artists take the stage at the Rose Bowl, including BIGBANG's leader G-Dragon (dubbed by many fans as the 'King of K-pop') and iconic K-pop girl group 2NE1. As I've mentioned before, it's a K-content world, and we're all just living in it. And Netflix is one of the players leading the Korean Wave, known as 'Hallyu" (한류) in Korean.
Time of India
6 hours ago
- Business
- Time of India
Korean beauty startups bet booming US demand outlasts tariff pain
HighlightsSouth Korean cosmetic startups are expanding their physical presence in the United States, leveraging their online success and the appeal of K-culture, despite potential tariffs. The U.S. market is becoming increasingly important for South Korean beauty brands, with Olive Young planning to open its first store in Los Angeles and several brands negotiating with major retailers like Costco and Ulta Beauty for distribution. Social media and viral marketing have significantly boosted the popularity of K-beauty products, with notable growth in online sales, while the long-term success of these brands will depend on their ability to increase physical store sales. 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. "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 U.S. 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 U.S. stores of Ulta Beauty this summer, An told Reuters, adding it aims to double U.S. sales this year. Retailers in the U.S. from Sephora and Ulta Beauty to Costco and Target are in talks with Korean cosmetics brands to launch sales in their physical stores, according to Reuters' interviews with a dozen people including cosmetics company CEOs, executives and industry experts. They also expect Korean brands to weather tariffs better than rivals thanks to higher margin business models. Many of them outsource production to contract manufacturers like Cosmax and Kolmar, dubbed the Foxconns of fast beauty, to keep costs down. South Korea overtook Germany to become the world's third-largest beauty product exporter after France and the U.S. in 2024. Four fifths of its $13 billion cosmetics output are for exports, which have predominantly been driven by e-commerce sales. Yuliet Mendosa, a 25-year-old visiting Seoul from America, is a fan of K-pop boy band BTS, which led her to greater interest in K-beauty products. "They go straight to the point to fix what you need to fix and your skin," she said at an Olive Young store. CHANGING LANDSCAPE The U.S. push comes at a tricky time for the world's big exporters with President Donald Trump's sweeping tariffs unsettling global trade. But while the levies create uncertainty for Korea's beauty exporters, strong demand is expected to mitigate some of this, executives say. South Korea's dominant beauty retailer Olive Young plans to set up its first U.S. store in Los Angeles as early as this year, Jin Se-hoon, Executive Vice President of the company's global platform business, told Reuters. "The U.S., especially California, has by far the most customers for our global online shopping platform," Jin said. He said Washington's tariffs were a burden but not enough to hurt K-beauty's popularity and value-for-money proposition. Their U.S. expansion, despite tariffs, also seeks to sustain momentum after exports to China, the biggest overseas market for K-beauty, fell due to geopolitical tensions and competition. Skincare brand d'Alba, owned by d'Alba Global and known for its vegan mist serum and sunscreens, is in talks with Costco, Ulta Beauty and Target for retail distribution, the company said. LVMH's cosmetics chain Sephora plans to launch two new Korean brands Torriden and Beauty of Joseon this summer, according to a Sephora spokesperson. Costco, Target and Ulta did not respond to requests for comments. Tirtir's An said the baseline 10% tariff that the U.S. has already imposed is "endurable" although the planned 25% tariff on South Korean products due in July may force the company to raise prices "a little bit." Seoul, a major U.S. ally, is seeking tariff exemptions in trade talks with Washington. The Founders--the maker of Anua skincare products, which hit Ulta Beauty shelves this year--also have more room to absorb higher tariffs than rivals, its strategy team leader Jung Jun-ho said. The company posted an operating profit margin of over 30% last year. NICHE BRANDS South Korea replaced France as the biggest cosmetics exporter to the U.S. in 2024, according to official data, driven by online sales through Amazon. The top five Korean cosmetics brands in U.S. e-commerce--which include Beauty of Joseon, Medicube and Biodance--saw online sales grow 71% on average over the past two years, outperforming the overall U.S. market's 21% growth, according to Euromonitor data. The top five French brands--which include L'Oreal Paris, Dior and Lancome--posted 15% growth over that period. Social media has played a big part in Korea's success. "Nowadays a single viral TikTok video or influencer endorsement can turn a product into a global bestseller before it even launches outside Korea," said South Korea-based beauty marketer Odile Monod. But longer-term success will require increased physical store sales, said Jason Kim, CEO of cosmetics distributor Silicon2. There are already signs of growth plateauing for some companies, such as startup COSRX, now part of Korean cosmetics giant AmorePacific, as competition heats up and cheaper alternatives emerge, analysts said. For now, investors remain upbeat about Korean potential, with shares of d'Alba Global more than doubling since their debut last month. "The K-beauty trend is strong," Silicon2's Kim said. "But indie brands will face challenges too."
Fashion Network
10 hours ago
- Business
- Fashion Network
US demand fuels K-beauty boom despite trade tensions
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. Company executives have told Reuters that brands like Tirtir, d' Alba, Torriden, and Beauty of Joseon are in talks with major retailers to stock their U.S. shelves. 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. '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 U.S. 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'Oréal or Estée 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 U.S. stores of Ulta Beauty this summer, An told Reuters, adding it aims to double U.S. sales this year. Retailers in the U.S. from Sephora and Ulta Beauty to Costco and Target are in talks with Korean cosmetics brands to launch sales in their physical stores, according to Reuters' interviews with a dozen people including cosmetics company CEOs, executives and industry experts. They also expect Korean brands to weather tariffs better than rivals, thanks to higher-margin business models. Many of them outsource production to contract manufacturers like Cosmax and Kolmar, dubbed the Foxconns of fast beauty, to keep costs down. South Korea overtook Germany to become the world's third-largest beauty product exporter after France and the U.S. in 2024. Four-fifths of its $13 billion cosmetics output are for exports, which e-commerce sales have predominantly driven. Yuliet Mendosa, a 25-year-old visiting Seoul from America, is a fan of K-pop boy band BTS, which led her to greater interest in K-beauty products. 'They go straight to the point to fix what you need to fix and your skin,' she said at an Olive Young store. Changing landscape The U.S. push comes at a tricky time for the world's big exporters with President Donald Trump 's sweeping tariffs unsettling global trade. But while the levies create uncertainty for Korea's beauty exporters, strong demand is expected to mitigate some of this, executives say. South Korea's dominant beauty retailer Olive Young plans to set up its first U.S. store in Los Angeles as early as this year, Jin Se-hoon, executive vice president of the company's global platform business, told Reuters. 'The U.S., especially California, has by far the most customers for our global online shopping platform,' Jin said. He said Washington's tariffs were a burden but not enough to hurt K-beauty's popularity and value-for-money proposition. Their U.S. expansion, despite tariffs, also seeks to sustain momentum after exports to China, the biggest overseas market for K-beauty, fell due to geopolitical tensions and competition. Skincare brand d'Alba, owned by d'Alba Global and known for its vegan mist serum and sunscreens, is in talks with Costco, Ulta Beauty and Target for retail distribution, the company said. According to a Sephora spokesperson, LVMH 's cosmetics chain Sephora plans to launch two new Korean brands, Torriden and Beauty of Joseon, this summer. Costco, Target and Ulta did not respond to requests for comments. Tirtir's An said the baseline 10% tariff that the U.S. has already imposed is 'endurable,' although the planned 25% tariff on South Korean products due in July may force the company to raise prices 'a little bit.' Seoul, a major U.S. ally, is seeking tariff exemptions in trade talks with Washington. The Founders—the maker of Anua skincare products, which hit Ulta Beauty shelves this year—also have more room to absorb higher tariffs than rivals, its strategy team leader Jung Jun-ho said. The company posted an operating profit margin of more than 30% last year. Niche brands According to official data, South Korea replaced France as the biggest cosmetics exporter to the U.S. in 2024, driven by online sales through Amazon. The top five Korean cosmetics brands in U.S. e-commerce—which include Beauty of Joseon, Medicube and Biodance—saw online sales grow 71% on average over the past two years, outperforming the overall U.S. market's 21% growth, according to Euromonitor data. The top five French brands—which include L'Oréal Paris, Dior and Lancôme—posted 15% growth over that period. Social media has played a big part in Korea's success. 'Nowadays, a single viral TikTok video or influencer endorsement can turn a product into a global bestseller before it even launches outside Korea,' said South Korea-based beauty marketer Odile Monod. However, longer-term success will require increased physical store sales, said Jason Kim, chief executive officer of cosmetics distributor Silicon2. There are already signs of growth plateauing for some companies, such as startup COSRX, now part of Korean cosmetics giant Amorepacific, as competition heats up and cheaper alternatives emerge, analysts said. For now, investors remain upbeat about Korean potential, with shares of d'Alba Global more than doubling since their debut last month. 'The K-beauty trend is strong,' Silicon2's Kim said. 'But indie brands will face challenges too.'
Fashion Network
10 hours ago
- Business
- Fashion Network
US demand fuels K-beauty boom despite trade tensions
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. Company executives have told Reuters that brands like Tirtir, d' Alba, Torriden, and Beauty of Joseon are in talks with major retailers to stock their U.S. shelves. 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. '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 U.S. 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'Oréal or Estée 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 U.S. stores of Ulta Beauty this summer, An told Reuters, adding it aims to double U.S. sales this year. Retailers in the U.S. from Sephora and Ulta Beauty to Costco and Target are in talks with Korean cosmetics brands to launch sales in their physical stores, according to Reuters' interviews with a dozen people including cosmetics company CEOs, executives and industry experts. They also expect Korean brands to weather tariffs better than rivals, thanks to higher-margin business models. Many of them outsource production to contract manufacturers like Cosmax and Kolmar, dubbed the Foxconns of fast beauty, to keep costs down. South Korea overtook Germany to become the world's third-largest beauty product exporter after France and the U.S. in 2024. Four-fifths of its $13 billion cosmetics output are for exports, which e-commerce sales have predominantly driven. Yuliet Mendosa, a 25-year-old visiting Seoul from America, is a fan of K-pop boy band BTS, which led her to greater interest in K-beauty products. 'They go straight to the point to fix what you need to fix and your skin,' she said at an Olive Young store. Changing landscape The U.S. push comes at a tricky time for the world's big exporters with President Donald Trump 's sweeping tariffs unsettling global trade. But while the levies create uncertainty for Korea's beauty exporters, strong demand is expected to mitigate some of this, executives say. South Korea's dominant beauty retailer Olive Young plans to set up its first U.S. store in Los Angeles as early as this year, Jin Se-hoon, executive vice president of the company's global platform business, told Reuters. 'The U.S., especially California, has by far the most customers for our global online shopping platform,' Jin said. He said Washington's tariffs were a burden but not enough to hurt K-beauty's popularity and value-for-money proposition. Their U.S. expansion, despite tariffs, also seeks to sustain momentum after exports to China, the biggest overseas market for K-beauty, fell due to geopolitical tensions and competition. Skincare brand d'Alba, owned by d'Alba Global and known for its vegan mist serum and sunscreens, is in talks with Costco, Ulta Beauty and Target for retail distribution, the company said. According to a Sephora spokesperson, LVMH 's cosmetics chain Sephora plans to launch two new Korean brands, Torriden and Beauty of Joseon, this summer. Costco, Target and Ulta did not respond to requests for comments. Tirtir's An said the baseline 10% tariff that the U.S. has already imposed is 'endurable,' although the planned 25% tariff on South Korean products due in July may force the company to raise prices 'a little bit.' Seoul, a major U.S. ally, is seeking tariff exemptions in trade talks with Washington. The Founders—the maker of Anua skincare products, which hit Ulta Beauty shelves this year—also have more room to absorb higher tariffs than rivals, its strategy team leader Jung Jun-ho said. The company posted an operating profit margin of more than 30% last year. Niche brands According to official data, South Korea replaced France as the biggest cosmetics exporter to the U.S. in 2024, driven by online sales through Amazon. The top five Korean cosmetics brands in U.S. e-commerce—which include Beauty of Joseon, Medicube and Biodance—saw online sales grow 71% on average over the past two years, outperforming the overall U.S. market's 21% growth, according to Euromonitor data. The top five French brands—which include L'Oréal Paris, Dior and Lancôme—posted 15% growth over that period. Social media has played a big part in Korea's success. 'Nowadays, a single viral TikTok video or influencer endorsement can turn a product into a global bestseller before it even launches outside Korea,' said South Korea-based beauty marketer Odile Monod. However, longer-term success will require increased physical store sales, said Jason Kim, chief executive officer of cosmetics distributor Silicon2. There are already signs of growth plateauing for some companies, such as startup COSRX, now part of Korean cosmetics giant Amorepacific, as competition heats up and cheaper alternatives emerge, analysts said. For now, investors remain upbeat about Korean potential, with shares of d'Alba Global more than doubling since their debut last month. 'The K-beauty trend is strong,' Silicon2's Kim said. 'But indie brands will face challenges too.'
Fashion Network
10 hours ago
- Business
- Fashion Network
US demand fuels K-beauty boom despite trade tensions
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. Company executives have told Reuters that brands like Tirtir, d' Alba, Torriden, and Beauty of Joseon are in talks with major retailers to stock their U.S. shelves. 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. '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 U.S. 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'Oréal or Estée 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 U.S. stores of Ulta Beauty this summer, An told Reuters, adding it aims to double U.S. sales this year. Retailers in the U.S. from Sephora and Ulta Beauty to Costco and Target are in talks with Korean cosmetics brands to launch sales in their physical stores, according to Reuters' interviews with a dozen people including cosmetics company CEOs, executives and industry experts. They also expect Korean brands to weather tariffs better than rivals, thanks to higher-margin business models. Many of them outsource production to contract manufacturers like Cosmax and Kolmar, dubbed the Foxconns of fast beauty, to keep costs down. South Korea overtook Germany to become the world's third-largest beauty product exporter after France and the U.S. in 2024. Four-fifths of its $13 billion cosmetics output are for exports, which e-commerce sales have predominantly driven. Yuliet Mendosa, a 25-year-old visiting Seoul from America, is a fan of K-pop boy band BTS, which led her to greater interest in K-beauty products. 'They go straight to the point to fix what you need to fix and your skin,' she said at an Olive Young store. Changing landscape The U.S. push comes at a tricky time for the world's big exporters with President Donald Trump 's sweeping tariffs unsettling global trade. But while the levies create uncertainty for Korea's beauty exporters, strong demand is expected to mitigate some of this, executives say. South Korea's dominant beauty retailer Olive Young plans to set up its first U.S. store in Los Angeles as early as this year, Jin Se-hoon, executive vice president of the company's global platform business, told Reuters. 'The U.S., especially California, has by far the most customers for our global online shopping platform,' Jin said. He said Washington's tariffs were a burden but not enough to hurt K-beauty's popularity and value-for-money proposition. Their U.S. expansion, despite tariffs, also seeks to sustain momentum after exports to China, the biggest overseas market for K-beauty, fell due to geopolitical tensions and competition. Skincare brand d'Alba, owned by d'Alba Global and known for its vegan mist serum and sunscreens, is in talks with Costco, Ulta Beauty and Target for retail distribution, the company said. According to a Sephora spokesperson, LVMH 's cosmetics chain Sephora plans to launch two new Korean brands, Torriden and Beauty of Joseon, this summer. Costco, Target and Ulta did not respond to requests for comments. Tirtir's An said the baseline 10% tariff that the U.S. has already imposed is 'endurable,' although the planned 25% tariff on South Korean products due in July may force the company to raise prices 'a little bit.' Seoul, a major U.S. ally, is seeking tariff exemptions in trade talks with Washington. The Founders—the maker of Anua skincare products, which hit Ulta Beauty shelves this year—also have more room to absorb higher tariffs than rivals, its strategy team leader Jung Jun-ho said. The company posted an operating profit margin of more than 30% last year. Niche brands According to official data, South Korea replaced France as the biggest cosmetics exporter to the U.S. in 2024, driven by online sales through Amazon. The top five Korean cosmetics brands in U.S. e-commerce—which include Beauty of Joseon, Medicube and Biodance—saw online sales grow 71% on average over the past two years, outperforming the overall U.S. market's 21% growth, according to Euromonitor data. The top five French brands—which include L'Oréal Paris, Dior and Lancôme—posted 15% growth over that period. Social media has played a big part in Korea's success. 'Nowadays, a single viral TikTok video or influencer endorsement can turn a product into a global bestseller before it even launches outside Korea,' said South Korea-based beauty marketer Odile Monod. However, longer-term success will require increased physical store sales, said Jason Kim, chief executive officer of cosmetics distributor Silicon2. There are already signs of growth plateauing for some companies, such as startup COSRX, now part of Korean cosmetics giant Amorepacific, as competition heats up and cheaper alternatives emerge, analysts said. For now, investors remain upbeat about Korean potential, with shares of d'Alba Global more than doubling since their debut last month. 'The K-beauty trend is strong,' Silicon2's Kim said. 'But indie brands will face challenges too.'
