Beauty of Joseon defined the 2023–2025 viral K-Beauty wave through the Relief Sun: Rice + Probiotics SPF 50+ sunscreen. Founded 2010 by Park Min-gu. Korean traditional medicine (hanbang) heritage anchoring.
Cosrx is the K-Beauty brand that crossed to Western mass-market consciousness through ingredient-first marketing and Reddit-community-led discovery. Founded 2013 by Jeon Hyun-jin. Acquired by Kolmar Korea 2021.
LG Household & Health Care is the second-largest Korean beauty conglomerate after Amorepacific. ~$5B 2024 revenue. Owns The History of Whoo, Su:m37°, OHUI, Belif, CNP Laboratory, Dr. Groot, VDL, The Face Shop.