Landing International

K-Beauty Took Over SXSW! ? The most popular activation at SXSW? K-Beauty Mart. We proved that K-Beauty isn’t just a beauty trend—it’s a cultural force. For the second stop of our K-Beauty World City Tour, we set our sights on SXSW—a global epicenter of ideas, culture, and influence. SXSW isn’t just a festival—it’s where the future of film, TV, and technology is shaped. With 50,000 industry insiders attending the Expo over four days we knew this was the perfect stage to showcase the power of K-Beauty on a global scale. And we didn’t just show up—we dominated. The Impact: ? 7,688 attendees experienced our immersive K-Beauty Mart ?? 4,042 valuable surveys gathered ??? 2,000+ new Instagram followers joined our community ?? Over 10,000 visitors stopped by, with lines forming from 9 AM to closing each day SXSW was just the beginning! Stay tuned—the K-Beauty World City Tour is just getting started!

This Innovators Unplugged features Sarah Chung Park, CEO and Founder of Landing International. Park says, “Sometimes you get swept up in all the things of running a business and, you know, pushing your brand forward and you lose sight of the customer. And I think it’s important to remember that you have to earn your place on their shelf.” Discover more ???????????????????? ?????????????????? stories at latimes.com/b2b/innovators. - #InnovatorsUnplugged?#BusinessInnovation?#LeadershipAdvice?#InnovativeThinking?#InnovationInBusiness?#BusinessLeaders?#UnpluggedStories?#Innovation?#CreativeMinds?#Leadership?#Inspiration?#InnovationNation?#BusinessGrowth?#InnovativeLeaders?#CEOMindset?#WomeninBusiness

Thank you to everyone who joined us at K-Beauty Mart for the first stop of our multi-city Tour at Westfield Century City today! Inspired by Korea’s iconic convenience stores, this immersive pop up gave attendees a taste of what it’s like to visit the magical one-stop shops that are integral to the city of Seoul. Packed with activations, product sampling and exclusive giveaways from the next generation of K-Beauty brands like Mixsoon, I'm From, Sungboon Editor, Some By Mi and more! This was a rare opportunity for people to experience the latest innovations from some of Korea’s most viral brands before they officially launch in the U.S. As K-Beauty’s primary global growth partner, Landing International is excited to introduce these trendsetting brands to more beauty lovers throughout the States as the tour continues. Next stop: Austin, Texas, where we’ll be bringing K-Beauty Mart to SouthBySouthWest. This is just the beginning, so be sure to follow us @KBeautyWorld on Instagram and @Kbeauty.world on TikTok for updates on where we’re headed next. #KBeautyWorld #KBeautyMart #Landinginternational #WithlovefromKorea

K-Beauty US consumers by ethnicity: 40% white, 30% Asian American, 25% Afro-american and Hispanic ! ?? ?? ?? ?? ?? ?? ?? The 2024 Landing International report about "the Second Wave of K-Beauty" shows that 25% of K-beauty consumers in the U.S. are Afro-American (15%) and Hispanic (10%), with Hispanic Gen Z leading market penetration. This highlights the increasing adoption of K-beauty by diverse audiences. K-BROWN is positioned to tap into this growing market by offering skincare that combines the innovation and effectiveness of Korean beauty with a unique focus on melanin-rich skin and its specific needs, carefully tailoring each product to be both safe and highly effective for deeper skin tones. As a groundbreaking skincare brand, K-BROWN is designed to meet the rising demand for inclusive, high-performance K-beauty products in the global market. It celebrates melanin-rich K-beauty enthusiasts and expands the K-beauty market to a much larger audience by challenging the myth that Korean skincare is not suitable for deeper skin tones. We’re launching in just a few months, and I couldn’t be more excited to share more details about our first products with you. Just a little more patience, and I’ll be able to reveal everything! ------------ Les consommateurs de K-Beauty aux états-Unis par origine ethnique : 40% blancs, 30% Asiatiques-Américains, 25% Afro-Américains et Hispaniques ! ?? ?? ?? ?? ?? ?? ?? Le rapport 2024 de Landing International sur "la Deuxième Vague de la K-Beauty" révèle que 25% des consommateurs de K-beauty aux états-Unis sont Afro-Américains (15%) et Hispaniques (10%), avec une forte pénétration du marché chez la génération Z hispanique. Ce phénomène met en lumière l'adoption croissante de la K-beauty par des audiences ethniquement diversifiées. K-BROWN se positionne sur ce marché en pleine expansion en proposant des soins de la peau qui allient l'innovation et l'efficacité de la K-beauty, tout en mettant l'accent sur les besoins spécifiques des peaux riches en mélanine. Notre objectif est de développer chaque produit de manière méticuleuse pour qu'il soit à la fois s?r et hautement efficace pour les peaux melaniques. Ainsi, K-BROWN répond à la demande croissante de produits K-beauty inclusifs et performants sur le marché américain. La marque célèbre les passionnés de K-beauty à peau riche en mélanine et élargit l'audience de la K-beauty en défiant le mythe selon lequel les soins coréens ne conviennent pas aux peaux foncées. Nous lan?ons dans quelques mois, et je suis impatiente de partager plus de détails sur nos premiers produits avec vous. Un peu de patience et je pourrai tout révéler !

We're excited to invite you to experience the future of K-Beauty at K-Beauty Mart powered by Landing International. We’re bringing the most innovative and viral K-Beauty brands straight from Seoul to Westfield Century City for a one-day-only immersive activation! Inspired by Korea’s viral TikTok convenience stores, this vibrant pop-up is your chance to experience the next wave of K-Beauty before it launches in the U.S. ?? March 1 | ?? 1-9PM ?? Westfield Century City, Atrium ? What to expect? ?? Exclusive freebies & product sampling ?? The hottest TikTok-viral K-Beauty brands ?? A sneak peek at what’s next in K-Beauty innovation #KBeautyWorld #KBeautyMart #Landinginternational #WithlovefromKorea

We’re in Vogue! Our Second Wave of K-Beauty report is making waves—and being featured in Vogue is a true milestone! This in-depth article highlights the insights from our report, showcasing how K-beauty is evolving beyond skincare into makeup, hair, body, and fragrance, all while embracing inclusivity and diversity. From expanding shade ranges to better represent all skin tones to collaborating with Black and Latina influencers, K-beauty is adapting to the demands of a global audience. Backed by data from SPATE and ClearForMe, the report explores the cultural and consumer shifts driving this transformation. It’s an honor to see our research and industry knowledge recognized as a cornerstone for understanding K-beauty’s exciting future! Read the full article via the link: https://lnkd.in/eCbwXnGv #Landinginternational #Kbeauty #Thesecondwaveofkbeauty #Vogue #Koreanbeauty #Sarahchungpark

?? Clean Beauty in K-Beauty: Transparency and Safety Leading the Way ?? K-Beauty’s dedication to clean, safe ingredients has become a cornerstone of its global appeal. As highlighted in our Second Wave of K-Beauty report, “K-Beauty’s emphasis on ingredient transparency and safety has made it a favorite among U.S. consumers seeking clean beauty products.” This focus on clean formulations is setting K-Beauty brands apart in a competitive market, winning the trust of consumers who prioritize both efficacy and transparency. Curious about how clean beauty is driving the future of K-Beauty? Download our report for key insights into this transformative trend! #KBeauty #CleanBeauty #Landinginternational #Kbeautyexperts #koreancleanbeauty

?? The “Mom-portunity” in K-Beauty: A Growing Influence Moms are becoming a powerhouse in K-Beauty’s growth across North America, shaping not only their beauty routines but also those of their children. The Second Wave of K-Beauty reveals how family households are creating new opportunities for brands to reach busy moms who seek high-quality, effective skincare for themselves and their families. In fact, K-Beauty has surged +81.5% in households with kids aged 6-12, as moms look for accessible, family-friendly products that fit seamlessly into daily routines. In households with teenagers (13-17), K-Beauty adoption is up +66.1%, with teens embracing its trendy appeal while moms pass on essential skincare habits. This trend is amplified by the social media presence of moms engaging with beauty content: #momsover30 has garnered 36.4M total views and 221.8K weekly views on TikTok, while #momsoftiktok has achieved 38.5M total views and 152.2K weekly views, showcasing the influence of mothers in today’s beauty trends. Curious about this powerful “Mom-portunity”? Download our report for more insights into how moms are driving the future of K-Beauty! #KBeauty #MomLife #BeautyTrends #MarketInsights #Skincare

?? How K-Beauty Operates in the U.S.: A Look Behind the Scenes K-Beauty’s journey in the U.S. spans a range of business models, from exclusive distributors to unauthorized sellers, each bringing unique challenges and opportunities. One major hurdle U.S. retailers face is inconsistent supply chains, which disrupts their ability to reliably stock products and build customer loyalty for K-Beauty brands. Our latest report dives deep into these operational dynamics, outlining the supply chain challenges that impact K-Beauty’s success in the U.S. market. With insights on distribution models, we explore how these factors affect retailers' ability to grow K-Beauty brands effectively. Curious about what makes K-Beauty tick in the U.S.? Download our report for in-depth analysis and strategies to navigate this evolving landscape. #KBeauty #SupplyChain #BeautyIndustry #MarketInsights

?? K-Culture Unleashed: The Global Rise of Korean Influence The Korean Wave, or “Hallyu,” has evolved from a regional trend to a worldwide cultural force, reshaping entertainment, fashion, food, and especially beauty. Powered by the global success of K-Pop, K-Dramas, and K-Food, K-Beauty’s influence has surged internationally, becoming a cornerstone in today’s beauty standards. Our report, The Second Wave of K-Beauty, highlights this phenomenon: “The Korean Wave... has expanded significantly in recent years, with global spending on Korean cultural products projected to nearly double to over $143 billion by 2030.” Icons like BTS and the global impact of shows like Squid Game are driving K-Beauty from a trend to a mainstay. Curious about how K-Culture is redefining global beauty? Download our report for exclusive insights into K-Beauty’s unstoppable influence! #KBeauty #KCulture #GlobalTrends #Hallyu #BeautyInsights