Global K-beauty accelerator MOST Inc. (CEO Da-yeon Jeong) announced on the 29th that it will hold a brand pop-up store event in Hollywood, Los Angeles, USA to introduce eight new K-beauty brands to local beauty influencers and industry insiders.
Most, which has distributed various K-beauty brands to large distribution channels such as Costco in the US, held this event at the same time as the establishment of the US corporation MUSKAT. This event was prepared with the purpose of creating another K-beauty wave in the US, where the K-beauty craze is currently blowing hot, especially in Hollywood, the cultural center. The event, which will be held for six days from June 5 to 10, will be held in a space of about 30 pyeong on Melrose Street that has been rented and transformed into a K-beauty promotion space.
The VIP day, held on the 6th, the day before the official opening day of the event, invited approximately 150 famous local beauty influencers and local beauty industry insiders. Also, from 11 am on the 6th, a makeup class by famous Korean beauty influencer Risabae is scheduled to be held under the theme of “Sunset Glow Goded.”
A total of eight domestic cosmetic brands, including AMUSE, NuTexture, ENTROPY, and TWO SLASH FOUR, will participate in this event. It is expected to be an opportunity to communicate closely with local beauty industry professionals in the U.S. and further increase local awareness of products and brands, laying the foundation for local advancement.
MUSKAT plans to continuously plan promotional events to strengthen the brand image of these domestic indie brands and increase local sales in the United States.
Jeong Da-yeon, CEO of Most, said, “This pop-up store event was planned to properly introduce hidden domestic brands with great growth potential to the U.S. market,” adding, “Most, which has focused on the global distribution of K-beauty, plans to strengthen the local marketing of domestic brands through its local corporation MUSKAT in the future and support them to become successful brands in the U.S. market.”
Most, founded in 2018 by CEO Da-yeon Jeong, who was a founding member of the Australian investment bank Macquarie, Apple, and Amazon Korea, is a global K-beauty distributor that distributes Korean cosmetics in large quantities to global Costco stores including Costco’s headquarters in the U.S. and various distribution channels in North America. It distributes Korean skincare products to over 600 Costco stores worldwide, including the U.S., Canada, Mexico, and Taiwan, and has recently expanded its distribution channels to include Ulta Beauty and Sephora, and is seeking to expand its categories to hair care and color cosmetics.
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