The Biggest Problem in K-Beauty: Products, Not Brands

K-beauty is winning on speed, ingredients, and price. So why do so many of the brands behind the hits stay forgettable? In our debut video, I sit down with Sarah to get into the gap at the heart of the boom — an industry that’s mastered the product, but hasn’t yet built the brand. We dig into what’s really driving the hype, why “hit or miss” quietly erodes trust, and the four pillars of brand equity that separate a viral moment from a name that lasts. Click to watch our first conversation.

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Sincerely,
Helen