– 'K-Beauty World Summer School 2025' influencer tour will be held from May 31 to June 6
– From hyper-personalization to vegan routines and traditional ingredient trends⋯Introducing an immersive program that captures the essence of K-beauty
Ten influencers participating in the 'K-Beauty World Summer School 2025' pose at the Landing International Korea office. (Fourth from the left: Landing International CEO Sae-ra Jeong)
Global K-beauty distributor Landing International (CEO Sae-ra Jung) announced on the 26th that it successfully completed the 'K-Beauty World Summer School 2025' tour, inviting 10 global influencers and major magazine editors from Ulta Beauty in the U.S. to Korea to experience domestic indie beauty brands.
This event, which took place from May 31 to June 6, was attended by 10 people including ULTA Beauty’s official influencers ‘ULTA Beauty Collective’, NYLON, Allure, and global magazine editors. Two of them are mega influencers with over 1 million followers, and they created content based on various activities that combined K-beauty and traditional Korean elements, introducing the appeal of K-beauty to overseas consumers.
This event was held as part of a large-scale marketing program called 'K-Beauty World' to promote K-beauty brands. Five vegan and color brands that are attracting attention from overseas consumers on social media such as TikTok and Instagram: ▲Neogen ▲Rom&nd ▲Mixoon ▲Ingredient Editor ▲Unlicia (in alphabetical order) came together to present a K-beauty experience program.
Participants learned makeup techniques reflecting the latest K-beauty trends through makeup classes by artists affiliated with Unlicia, and received makeup application themselves. At Rom&nd's 'Pink Office' in Seongsu-dong, lip products were created based on the results of personal color diagnosis, and at Mixoon's Myeongdong flagship store, skin conditions were measured and a low-irritation, vegan skincare routine using beauty devices was experienced.
There were also activities where participants could experience the tradition of K-beauty. At the Neogen Gangnam showroom, the participants experienced making makgeolli and witnessed the process of using fermented ingredients in cosmetics, and at the Bukchon Hanok Village, they participated in a skin care session using Ingredient Editor products, experiencing the K-beauty sentiment that combines Korean culture and skin care.
This tour will be produced as a 12-part documentary, which will be released sequentially starting in July through Landing International and Ulta Beauty's official YouTube channels.
Jeong Sae-ra, CEO of Landing International, said, “This tour went beyond simple online seeding and focused on strengthening actual contact with overseas consumers through experiential events that reflected the individuality of the brand,” adding, “We will continue to actively support the establishment of K-beauty brands in the global market with marketing strategies that capitalize on the characteristics of the brands.”
Meanwhile, Landing International is a global distributor that has targeted over 100 K-beauty brands and placed them in major North American distribution channels such as JC Penney. Since May, it has been operating a large-scale participatory marketing program called 'K-beauty World' to strengthen the global influence of K-beauty brands, and it is scheduled to be implemented domestically and internationally until August.
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