strategy

Beauty as strategy: Why Korean beauty is a political success

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Beauty as strategy: Why Korean beauty is a political success

First it was cars and electronics, then pop music and movies, and now the beauty industry. “Made in Korea” skin care and cosmetics are in demand all over the world. More and more Westerners are becoming enthusiastic about Korean beauty products. This success is no accident, nor is it a purely aesthetic phenomenon. The East … Read more

K-Beauty targets India as SWANA volatility reshapes expansion strategy

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A woman wearing a sheet mask on her face

K-beauty brands are moving into India to diversify their markets in the wake of record overseas sales and rising geopolitical uncertainty in the Southwest Asia and North Africa (SWANA) region. Some brands are entering these markets through partnerships with major retail platforms or regional distribution strategies. In India, K-beauty tech company APR has launched the … Read more