Latest news with #DearKlairs
Forbes
15-07-2025
- Business
- Forbes
How Nurilounge Is Helping K-Beauty Brands Scale Through Content Creators
K-Beauty Boost, Seoul 2024 The global K-beauty market is experiencing extraordinary growth, valued at $10.5 billion in 2022 and projected to reach $21.8 billion by 2030, with a compound annual growth rate (CAGR) of 9.2%, according to Grand View Research. In the United States alone, K-beauty has evolved into a multi-billion-dollar industry, making it one of the fastest-growing sectors globally. This surge is driven by Gen Z and Millennial consumers, who are discovering Korean skincare and cosmetics through platforms like TikTok, YouTube, and media has become a major driving force for brand visibility and conversion rates. TikTok and similar platforms now serve as both discovery hubs and direct purchasing channels, shifting consumer behavior and purchasing patterns. At the center of this evolution is Gen Z, a generation that doesn't just follow trends—they set them. Business Insider reports that 64% of Gen Z say social media has increased their spending on beauty digital-native behavior is precisely what Aram Baek, founder of Nurilounge, is betting on. After co-founding Wishcompany, home to the cult-favorite brand Dear Klairs and the content platform Wishtrend, Baek is now building Nurilounge. Aram Baek, Founder & CEO Nurilounge is a creator community that supports K-beauty brands by helping them expand their reach, connect through engaging storytelling, and thrive in the social age. The platform empowers brands to share their unique narratives, driving sales and fostering lasting community relationships."We don't see creators as marketing assets," Baek says. "We see them as collaborators—and the future customers every brand needs to learn from."With innovation, quality, and global cultural relevance driving the K-beauty wave, fueled in part by the influence of K-pop acts like BLACKPINK and K-dramas like Squid Game, the opportunity is enormous. But rapid growth leads to saturation. That's where a new generation of creators is reshaping the rules. Before influencer marketing became a business model, Baek was already there. At Wishcompany, he helped bring K-beauty into over 70 countries and built a YouTube presence with more than 1.8 million subscribers. But for his second act, Baek isn't launching another brand. He's building Nurilounge, the platform that supports them York City Launch Event And the numbers speak volumes. Since launching just over a year ago, Nurilounge has attracted over 100,000 creators, with 80,000 in North America alone, and continues to add 700 new users per day. Baek believes the future of K-beauty—and commerce more broadly—won't be shaped by ads or product launches but by trust, authenticity, and people."They're not just tools for growth," he says. "They're people—who want to be seen, supported, and given a chance to grow." Before launching the platform, Baek traveled the world, meeting more than 700 creators to understand their pain points. He discovered that many felt isolated, under-supported, and undervalued—especially in the early stages of their growth. That human insight now drives Nurilounge's mission. New York City Launch Event More than just an influencer marketplace, Nurilounge is a digital community engine, a place where creators access paid campaigns, product seeding opportunities, and a gamified rewards system called Jelly. Functioning like airline miles, Jelly can be redeemed for perks such as discounted services, early access to campaigns, and, soon, even complimentary cocktails in New York. As K-beauty brands increasingly turn to micro and nano influencers for higher ROI and deeper trust, Nurilounge offers the infrastructure to scale those partnerships seamlessly. With a vetted creator network, campaign performance data, and built-in tools, the platform has facilitated 2,000+ brand campaigns and generated nearly 100,000 pieces of original content in just one year. "When hundreds of creators post about a product, the ripple effect isn't just digital," Baek notes. "Brands start getting B2B inquiries, wholesale orders, even shelf space." It's a new model for cultural commerce. With the upcoming launch of Nuriglow, a social-first e-commerce layer where product pages are powered by creator generated content, Nurilounge is turning user content into a new kind of product storytelling. And while its roots are in Seoul and New York, the vision is global. Expansion plans are already underway in Singapore, London, and beyond. Baek's ambition? To become the "Shopify meets Discord" for the creator economy, equal parts commerce engine and community incubator. "In the future," Baek says, "every consumer will be a creator, and every creator will influence what the world buys next."
Daily Mail
30-04-2025
- Business
- Daily Mail
Your one stop shop for K-beauty: Amazon Australia is now selling viral Korean and Japanese must-haves in ONE place. Here's our guide to the best-sellers of 2025
Beauty fans looking to enjoy the benefits of Korean skincare will be delighted to know that Amazon Australia now offers cult-favourite brands all in one place. The marketplace giant has launched its new Amazon Beauty Finds storefront, making it a go-to destination for the latest Korean and Japanese must-haves. Aussie shoppers can now tap into the biggest K and J beauty trends and viral products making waves around the world - all at reasonable prices. Customers can expect to find popular brands - including Beauty of Joseon, Mediheal, Dear Klairs, Anua, Torriden, SKIN1004 and, of course, COSRX, arguably the most viral K-beauty in Australia, made famous for its key ingredient ' snail mucin '. To stay in the loop with popular beauty buys, the storefront will be refreshed frequently with new skincare, haircare, tools and gadgets. 'There's a reason so many of these products gain such viral fame and I'm always so excited to try them for myself, but they can sometimes be hard to source here in Australia,' Sydney makeup artist Dahn Doan said. 'To have a single place to get my hands on a huge range of trending skincare and make-up products on the Amazon Beauty Finds store is fantastic.' Most items purchased from the Amazon Beauty Finds store are eligible for Prime delivery, meaning fast and free delivery for Amazon Prime members. 'We know customers have their fingers on the pulse when it comes to the beauty products and brands that are causing a stir on social media, so with the launch of the Amazon Beauty Finds store they now have a one-stop hub to explore, find and shop with ease,' Country Manager of Amazon Australia Marketplace Amit Mahto said. 'Amazon is home to a huge selection of beauty must-haves at great prices, and we're proud to offer Australian customers brands that are renowned from here and overseas, with fast and free delivery options for ultimate convenience.' Prime members are eligible for free same-day delivery in Sydney, Blue Mountains, Brisbane, Canberra, Geelong, Gold Coast, Gosford, Sunshine Coast, Melbourne, Mornington Peninsula Newcastle and Wollongong. To shop Amazon Beauty Finds, click here. The top beauty finds from Amazon Beauty of Joseon is a Korean skincare brand that combines traditional herbal ingredients with modern technology that address a range of skin concerns like dryness. Cult faves include the Glow Serum Propolis + Niacinamide and Dynasty Cream Dear Klairs quickly became famous in Korea for their high quality yet affordable products such as their Freshly Juiced Vitamin E Mask and Charging Serum I'm From skincare range is a household name in K-beauty, known for their Rice Toner, Serum and Masks COSRX is famous for its key ingredient 'snail mucin' which is a powerhouse ingredient to give that 'glass skin' transformation. The top two products to try are COSRX Snail Mucin 96% Power Repairing Essence paired with COSRX Snail Mucin 92% Repair Cream Torriden is a Korean skincare brand focused on simple ingredients and clean skincare. Their DIVE IN line, most notably their DIVE IN Hyaluronic Acid Serum and DIVE IN Hyaluronic Acid Soothing Cream is consistently topping the skincare charts focused on improving your skin's hydration. Mediheal is a Korean skincare brand best known for its high-performance sheet masks and targeted skincare solutions. Their Madecassoside Cotton Facial Pad is viral on-site, a soothing toner pad infused with Centella Asiatica and Madecassoside to calm irritation, even out skin tone, and strengthen the skin barrier. Rael Beauty is a Los Angeles-based brand founded by three Korean American women with a vision to combine advanced Korean technology with natural ingredients. Their Miracle Pimple patches are a staple in your skincare routine, with three different skin concerns; an Invisible Spot Cover for daytime wear, an Overnight Spot Cover to draw out impurities while you sleep and a Retinol Spot Cover to treat stubborn blemishes and reduce redness. Anua has gained viral attention due to its use of popular, skincare ingredients like Tranexamic Acid and Niacinamide in products like their 10% Niacinamide + 4% Tranexamic Acid Serum, which helps with hyperpigmentation and brightening. The Heartleaf Pore Control Cleansing Oil and Heartleaf Quercetinol Pore Deep Cleansing Foam have become viral for their role in the double cleansing trend, and is a go-to for clear, glass-like skin.
