[WEEKENDER] Unknown at home, big abroad

Korean beauty and food brands are increasingly targeting overseas consumers from launch, with some reporting strong sales growth and expanding distribution while giving the domestic market a secondary role. Eqqualberry is sold in 130 countries, and Boosters plans to expand its channels across major global regions. ARIH, launched by Paldo and HY with BTS, has entered Japan and Canada after its U.S. debut. TIRTIR has expanded into retail markets across several regions, while broadening its foundation shade range.

Korean beauty exports reached a record $11.4 billion in 2025, up 24.5 percent from 2021, while Korean food exports hit $10.4 billion, up 21.9 percent over the same period.

Boosters reported sales of 153 billion won last year, compared with 72.8 billion won a year earlier, and operating profit rose to 25.5 billion won from 9.1 billion won.

Eqqualberry’s NAD+ Peptide Boosting lineup recorded sales nearly 20 times higher during October’s Amazon Prime Day than during the same event the previous year.

ARIH launched at 7-Eleven stores across Japan in August and recorded more than 3.61 million sales by early September; some locations sold out.

TIRTIR’s Mask Fit Red Cushion range expanded from three shades to 45, and the product topped Amazon’s overall U.S. beauty category in June 2024.

Published Oct 31, 2026 7:00 am KST

Korean beauty, food brands bypass domestic market to target global consumers

This is the third in a four-part series on people and companies that connect Korea and the world, as special coverage marking The Korea Times' 76th anniversary.

It is generally considered less risky for companies to first establish a robust consumer base in the country where they are based, giving them a comfort zone for operations like marketing, administration and customer service.

Expanding into overseas markets would be a logical next step. Major Korean firms almost always follow this approach, building operational know-how and a strong domestic following before venturing into uncharted territories.

Global expansion has become increasingly encouraging for Korean beauty and food firms thanks to their growing presence on the global stage.

According to the Ministry of Food and Drug Safety, Korean beauty exports hit a record $11.4 billion in 2025, up 24.5 percent from 2021. Korean food exports also reached a record in 2025 at $10.4 billion, up 21.9 percent over the same period, according to the Ministry of Agriculture, Food and Rural Affairs.

The booming global trade in these industries has encouraged some small and medium-sized Korean companies to aim high from the outset, targeting international consumers rather than the domestic market. These outliers have bypassed the process of building a reputation at home and instead ventured directly into overseas markets as they search for larger consumer bases than Korea.

These bold ventures have paid off for some companies, driving sales growth in recent years and highlighting the need for more diverse product portfolios. Building on this success, these companies are now setting their sights on broader global markets, with the domestic market taking a back seat.

Boosters, a Korean brand commerce company, acquired Eqqualberry in 2023, when the Korean skin care brand had a negligible market share. Recognizing its potential, Boosters began expanding the brand into global markets.

Eqqualberry entered the U.S. market through e-commerce giant Amazon in 2024. It has since expanded its reach to Ulta Beauty's online store, Target Beauty Studio and Olive Young's U.S. platform. In the United Kingdom, the brand has also found room on the shelves at Boots, a major health, beauty and pharmacy chain.

Models for Boosters' skin care brand Eqqualberry pose with the brand's serum products in this promotional poster. Courtesy of Boosters

The brand’s products will start appearing at Ulta Beauty’s offline outlets starting in November. It has secured local distributors in 90 countries across the globe, and is now being sold in 130 nations.

Boosters reported sales of 153 billion won ($116 million) last year, up from 72.8 billion won a year earlier. Operating profit more than doubled to 25.5 billion won from 9.1 billion won. In the first half of this year, sales surged 1,000 percent from a year earlier.

Eqqualberry adopted a “global-first” strategy from the beginning, quickly gaining traction in overseas markets. Shortly after launching on Amazon's U.S. site, three of its products ranked among the platform’s top 10 serums.

The brand’s serum-led product portfolio continues to drive sales growth. During Amazon Prime Day in October, its NAD+ Peptide Boosting lineup recorded sales nearly 20 times higher than during the same promotional event last year, helping lift Eqqualberry’s overall sales during the event to five times their earlier level.

“We have localized marketing teams and in-house influencer analysis technology for each language and global region. We will continue to drive the expansion of Eqqualberry’s distribution channels across major global regions, including the Americas, Europe, Asia and the Middle East. Plans are underway also for expansion into the Asian market, including Korea," said Ko Ji-hoon, chief strategy officer at Boosters.

The brand’s name is a portmanteau of “equally” to represent giving everyone time, “question” to represent the science of healthier skin, and the antioxidant effect of “berry” in the formulas for every product in the brand’s five lines.

“We keep our products’ quality and consumer trust in check through Eqqualberry Check, an online platform dedicated to certifying our official products. We have also acquired approval from Modernization of Cosmetics Regulation Act (MoCRA) in the U.S. and Cosmetic Products Notification Portal (CPNP) in Europe,” Ko said.

“‘Good question. Eqqualberry has an answer.’ That is our motto.”

The pasta and beverage brand, jointly launched this year by major Korean food company Paldo and probiotic beverage maker HY, first hit Walmart shelves in the U.S. in April. Consumer interest has been fueled by the involvement of K-pop group BTS, whose members reportedly took part in planning and launching the products. The brand is currently managed and operated by HY’s U.S. subsidiary, HYH.

BTS members sample ARIH beverages in this video posted on HY’s Instagram, July 31. Courtesy of HY

ARIH Modern Noodle Truffle Bulgogi products are sold out at a Walmart store in the U.S. in this May photo. Courtesy of HY

The company declined to disclose sales figures, citing the products having had a relatively short time on the market. However, it said customer reviews of ARIH’s Modern Noodle, Dual Biotic Soda and Postbiotic Energy Drinks on Walmart’s online channels gave the products an average rating of 4.5 out of 5.

"Consumers are raving about Modern Noodle’s wide noodles, chewy texture and rich sauce, and the fruity flavors and smooth fizz of the drinks,” said Kim Eung-joon, head of HY’s public relation division.

“Reviews showed that many who first bought the products because of our collaboration with BTS have become repeat buyers, highly satisfied with the flavors."

Positive reception in the U.S. has prompted HY and Paldo to expand ARIH into Japan and Canada. Launched at 7-Eleven stores across Japan in August, the brand logged more than 3.61 million sales by early September, with products selling out at some locations.

In Canada, supermarket chains Loblaws and Real Canadian Superstore have introduced ARIH through their online channels. HYH has also organized a pop-up event in Toronto and a tasting booth at a Korean community festival in the city.

“ARIH was designed as a global-first brand from its inception, with international market expansion serving as a core growth driver. The brand will implement localized marketing strategies tailored to each country’s distribution networks and consumer behavior, aiming to become a staple in the daily lives of consumers worldwide,” Kim said.

He added that the brand’s partnership with BTS would continue.

“Rather than a conventional artist-endorsed collaboration, ARIH was jointly developed with BTS from the initial conceptual stage, incorporating the group’s insights into the brand name, flavor profiles and packaging design," he said. "Leveraging this partnership and solid product quality, ARIH aims to sustain long-term growth in the global market.”

Goodai Global’s makeup brand TIRTIR is among the pioneers of K-beauty’s global expansion. In June 2024, it became the first Korean beauty brand to top Amazon’s overall beauty category in the U.S. with its flagship product, Mask Fit Red Cushion.

Since then, TIRTIR has expanded into Ulta Beauty in the U.S., Costco in Canada, Marionnaud and Rossmann in Europe, Nykaa in India and major retail outlets in Japan, Taiwan, Hong Kong, the Middle East and the Commonwealth of Independent States.

Goodai Global has pursued a two-track strategy for TIRTIR by working with local content creators to showcase its products’ features and usability and communicating the brand’s philosophy and vision through global campaigns.

“We identified distinct consumer profiles and retail environments in each global market before implementing localized marketing strategies. We will continue to drive sustainable global expansion through market-specific approaches,” a Goodai Global official said.

Under the slogan “Be You, Be Confident,” TIRTIR has targeted global consumers with products designed to help them express their individuality.

“TIRTIR is built on celebrating individuality and diversity, empowering everyone to confidently express their unique beauty through a versatile range of choices. Our Mask Fit Red Cushion began with just three shades and has now expanded to an impressive 45 shades, offering an inclusive lineup to match a wide array of skin tones and undertones,” the official said.

A pop-up store by Goodai Global's TIRTIR displaying Mask Red Fit Cushions draws visitors on Melrose Avenue in Los Angeles in this November 2025 photo. T Courtesy of Goodai Global

Korean companies are increasingly looking overseas for growth.

Craver Corp., which operates skin care brand SKIN1004, reported sales of more than 678 billion won last year, more than double the previous year's figure. In a January 2025 disclosure, the company said exports to the U.S., China, Japan and Southeast Asia accounted for 98 percent of the brand's total sales.

Skin care company Torriden generated 113 billion won in overseas sales in the first half of this year, accounting for 62 percent of its total. According to a company disclosure in August, sales in Australia surged 254.8 percent from a year earlier, while sales in the U.S. and Canada rose 212.3 percent and 144.7 percent, respectively. The company recorded average annual growth of 135 percent over the past three years.

Mixsoon, a skin care brand operated by Parket, has expanded into more than 100 countries, with overseas markets accounting for 95 percent of its sales.

Pet food company Wooriwa, which operates research centers in western Seoul and Eumseong, North Chungcheong Province, exports to seven Asian countries. Through its U.S. subsidiary, the company is also targeting markets in the U.S., the Philippines, India, Australia, Russia and Mexico.

韩国美妆和食品品牌从产品上市之初就日益重视海外市场，部分品牌实现了强劲的销售增长并扩大了分销渠道，而将国内市场置于次要地位。Eqqualberry 的产品已销往 130 个国家，Boosters 也计划在全球主要地区拓展销售渠道。由 Paldo 和 HY 与 BTS 合作推出的 ARIH 在美国上市后，已进军日本和加拿大市场。TIRTIR 也已拓展至多个地区的零售市场，并扩大了其粉底色号范围。

2025年韩国美妆产品出口额达到创纪录的114亿美元，比2021年增长24.5%；同期韩国食品出口额达到104亿美元，比2021年增长21.9%。

Boosters公司去年的销售额为1530亿韩元，而前一年为728亿韩元；营业利润从91亿韩元增至255亿韩元。

Eqqualberry 的 NAD+ 肽增强系列产品在 10 月份的亚马逊 Prime Day 期间的销量比去年同期高出近 20 倍。

ARIH 于 8 月在日本各地的 7-Eleven 便利店推出，截至 9 月初销量已超过 361 万件；部分门店已售罄。

TIRTIR 的 Mask Fit Red Cushion 系列色号从 3 种扩展到 45 种，该产品在 2024 年 6 月荣登亚马逊美国美容品类榜首。

发布于2026年10月31日韩国时间上午7:00

韩国美妆和食品品牌绕过国内市场，直接瞄准全球消费者。

这是《韩国时报》为纪念创刊 76 周年而推出的四篇系列报道中的第三篇，该系列报道聚焦连接韩国与世界的人物和公司。

对于公司而言，首先在总部所在国建立稳固的消费群体通常被认为风险较小，这能为营销、行政和客户服务等运营提供舒适环境。

拓展海外市场是合乎逻辑的下一步。韩国大型企业几乎都遵循这一策略，先积累运营经验和强大的国内市场基础，然后再进军未知领域。

由于韩国美妆和食品公司在全球舞台上的影响力日益增强，全球扩张对它们来说变得越来越有利。

据韩国食品药品安全部统计，2025年韩国美妆产品出口额将达到创纪录的114亿美元，比2021年增长24.5%。另据韩国农林畜产食品部统计，2025年韩国食品出口额也将达到创纪录的104亿美元，比同期增长21.9%。

这些行业的全球贸易蓬勃发展，促使一些韩国中小企业从一开始就雄心勃勃，瞄准国际消费者而非国内市场。这些特立独行的企业跳过了在国内建立声誉的阶段，直接进军海外市场，寻求比韩国更大的消费群体。

这些大胆的举措已为部分公司带来回报，近年来推动了销售增长，同时也凸显了产品组合多元化的必要性。基于这一成功，这些公司正将目光投向更广阔的全球市场，而国内市场则退居其次。

韩国品牌电商公司Boosters于2023年收购了Eqqualberry，当时这家韩国护肤品牌的市场份额微乎其微。Boosters看到了Eqqualberry的潜力，开始将其拓展到全球市场。

Eqqualberry于2024年通过电商巨头亚马逊进入美国市场。此后，其销售渠道扩展至Ulta Beauty线上商店、Target Beauty Studio以及Olive Young的美国平台。在英国，该品牌也成功入驻大型健康、美容及药妆连锁店Boots的货架。

在这张宣传海报中，Boosters旗下护肤品牌Eqqualberry的模特们手持该品牌的精华液产品摆姿势拍照。图片由Boosters提供。

该品牌的产品将于11月起陆续在Ulta Beauty的线下门店上架。目前，该品牌已在全球90个国家/地区找到了当地经销商，产品销往130个国家/地区。

去年，Boosters公司销售额达1530亿韩元（约合1.16亿美元），高于前一年的728亿韩元。营业利润翻了一番多，从91亿韩元增至255亿韩元。今年上半年，销售额较去年同期飙升1000%。

Eqqualberry从一开始就采取“全球优先”战略，迅速在海外市场站稳脚跟。其产品在亚马逊美国站上线后不久，就有三款产品跻身该平台精华液销量前十。

该品牌以精华液为主的产品系列持续推动销售增长。在10月份的亚马逊Prime会员日期间，其NAD+肽赋活系列产品的销量比去年同期增长了近20倍，助力Eqqualberry在该活动期间的整体销售额达到去年同期的五倍。

“我们针对每种语言和全球区域都配备了本地化的营销团队和内部网红分析技术。我们将继续推动Eqqualberry在包括美洲、欧洲、亚洲和中东在内的主要全球区域的分销渠道扩张。我们也在制定进军亚洲市场（包括韩国）的计划，”Boosters首席战略官高智勋表示。

该品牌名称是由“equally”（平等地）和“question”（问题）三个词组合而成，分别代表给予每个人时间、追求更健康肌肤的科学原理以及“berry”（浆果）的抗氧化功效，这些成分都包含在该品牌五大系列产品的配方中。

Ko表示：“我们通过Eqqualberry Check（一个专门认证我们官方产品的在线平台）来把控产品质量和消费者信任度。此外，我们还获得了美国《化妆品监管现代化法案》（MoCRA）和欧洲《化妆品产品通报门户网站》（CPNP）的批准。”

“问得好。Eqqualberry 有答案。” 这就是我们的座右铭。

该意面和饮料品牌由韩国大型食品公司Paldo和益生菌饮料制造商HY于今年联合推出，并于4月首次在美国沃尔玛上架。韩国流行音乐组合BTS的参与极大地激发了消费者对该品牌的兴趣，据报道，BTS成员参与了产品的策划和推广。该品牌目前由HY的美国子公司HYH负责管理和运营。

这段视频于7月31日发布在HY的Instagram账号上，视频中BTS成员们正在品尝ARIH的饮料。视频由HY提供。

这张五月份的照片显示，美国沃尔玛超市的ARIH Modern Noodle松露烤肉面产品已售罄。图片由HY提供。

该公司以产品上市时间较短为由，拒绝透露销售数据。不过，该公司表示，在沃尔玛的线上渠道上，ARIH旗下的现代面条、双益生元苏打水和后生元能量饮料的顾客评价平均为4.5分（满分5分）。

“消费者对 Modern Noodle 的宽面条、有嚼劲的口感和浓郁的酱汁，以及饮料的水果口味和顺滑的气泡赞不绝口，”HY 公关部负责人金英俊说道。

“评论显示，许多最初因为我们与BTS的合作而购买产品的顾客都成为了回头客，他们对产品的口味非常满意。”

ARIH品牌在美国市场反响良好，促使HY和Paldo将业务拓展至日本和加拿大。该品牌于8月在日本7-Eleven便利店上市，截至9月初销量已超过361万件，部分门店甚至出现售罄现象。

在加拿大，连锁超市Loblaws和Real Canadian Superstore已通过其线上渠道推出了ARIH产品。HYH还在多伦多举办了一场快闪活动，并在该市的一个韩国社区节上设立了试吃摊位。

“ARIH从创立之初就被定位为全球领先品牌，国际市场扩张是其核心增长动力。该品牌将实施针对各国分销网络和消费者行为量身定制的本地化营销策略，力求成为全球消费者日常生活中不可或缺的一部分。”金说道。

他还补充说，该品牌与BTS的合作关系将会继续。

他表示：“ARIH并非传统的艺人代言合作，而是从最初的概念阶段就与BTS共同开发，并将组合的意见融入到品牌名称、口味定位和包装设计中。凭借这种合作关系和优质的产品，ARIH旨在实现全球市场的长期增长。”

固代国际旗下的彩妆品牌TIRTIR是韩妆全球扩张的先驱之一。2024年6月，凭借其旗舰产品Mask Fit Red Cushion，TIRTIR成为首个登上美国亚马逊美妆类总榜榜首的韩国美妆品牌。

此后，TIRTIR 的产品线已扩展至美国的 Ulta Beauty、加拿大的 Costco、欧洲的 Marionnaud 和 Rossmann、印度的 Nykaa 以及日本、台湾、香港、中东和独联体国家的主要零售店。

Goodai Global 对 TIRTIR 采取了双轨制战略，一方面与当地内容创作者合作，展示其产品的功能和易用性；另一方面通过全球营销活动，传达品牌的理念和愿景。

建泰全球一位负责人表示：“我们在实施本地化营销策略之前，先确定了每个全球市场的独特消费者特征和零售环境。我们将继续通过针对特定市场的策略，推动可持续的全球扩张。”

TIRTIR 以“做你自己，自信满满”为口号，面向全球消费者推出旨在帮助他们表达个性的产品。

“TIRTIR 的创立宗旨是颂扬个性与多元，通过丰富多样的选择，让每个人都能自信地展现自身独特的美丽。我们的 Mask Fit 红色气垫粉底最初只有三种色号，现在已经扩展到令人瞩目的 45 种色号，提供包容性强的产品系列，可以匹配各种肤色和底色，”该官方人士表示。

这张摄于2025年11月的照片显示，在洛杉矶梅尔罗斯大道上，固代环球旗下品牌TIRTIR的快闪店正在展示Mask Red Fit Cushions面膜垫，吸引了众多顾客驻足观看。（图片由固代环球提供）

韩国企业正日益将目光投向海外寻求增长。

旗下拥有护肤品牌SKIN1004的Craver公司公布，去年销售额超过6780亿韩元，是前一年的两倍多。该公司在2025年1月发布的财报中表示，出口到美国、中国、日本和东南亚的销售额占该品牌总销售额的98%。

护肤品公司Torriden今年上半年海外销售额达1130亿韩元，占其总销售额的62%。该公司8月份披露的信息显示，其在澳大利亚的销售额同比增长254.8%，在美国和加拿大的销售额分别增长212.3%和144.7%。该公司过去三年的年均增长率为135%。

Mixsoon 是 Parket 旗下的护肤品牌，已拓展至 100 多个国家，海外市场占其销售额的 95%。

宠物食品公司Wooriwa在首尔西部和忠清北道阴城设有研发中心，产品出口到七个亚洲国家。该公司还通过其美国子公司，将目标市场拓展到美国、菲律宾、印度、澳大利亚、俄罗斯和墨西哥。