Korean beauty rewriting U.S. beauty rules
K-Beauty’s rise in the U.S. is reshaping how Americans shop, glow and connect.
Overcrowded lines snake down Melrose Avenue in Los Angeles as people clutched their chairs, umbrellas, line numbers and water bottles waiting to enter a Korean beauty pop-up where brands are whispering of new product launches, interactive giveaways and beauty kits for the first fans who are early to the event
Gloria Park, co-founder and creative producer of KNEMO, said their brand is built around that very principle, but with a distinctly American-first approach. The idea behind KNEMO is also echoed by Poom when developing foundation shades that better match American skin tones and universal skin concerns. Dan sees this shift as a long-overdue expansion of k-beauty’s reach: “It’s exciting to see brands listen, evolve and reflect the diversity of American beauty ideals,” she said. By leveraging TikTok’s algorithmic reach and creator diversity, KNEMO’s seeding strategy reaches an audience where they are, creating organic moments of discovery that feel less like advertising. “TikTok lets us connect with people who might never walk into a K-beauty aisle,” Park said.
Together, these voices illustrate how the new K-beautywave will be a place where Korean principles meet American realities in ways that feel more personal, empowering and future-forward.
“Our brand prioritizes the attention of American [consumers] more so than Koreans,” Park said. “Our philosophy reveals itself in packaging, copy, marketing and our strong connection to the community here in the states.”
KNEMO’s booth at the TikTok Shop K-beauty pop-up on September 27-28 drew more attention for the LipLock Jelly Serum, which many consumers have never seen before. Adding PDRN — a type of DNA fragment used in skincare for its potent regenerative, healing, and anti-aging properties — into lip balms created a huge buzz around the brand due to the advanced actives that increase moisture content. This innovation reveals how, although KNEMO is catering more towards American audiences, its product principles remain within Korean beauty philosophies.
Park said the pop events allowed her team to connect with creators and casual shoppers alike, especially those outside the traditional k-beauty niche. “We seed many different influencers outside of the K-beauty niche that most Korean brands exclusively seed to,” she said. “This is where TikTok comes into play.” Park explained that TikTok’s algorithm rewards authenticity and experimentation, making it the perfect platform to reach a community who may not have a skincare-first identity but still resonates with a wider audience. Whether it’s a fashion creator with a bold aesthetic or lifestyle influencers exploring different routines, KNEMO sees value in voices that reflect the multifaceted reality of American beauty consumers.
KNEMO is actively reshaping Korean beauty boundaries by pushing for inclusivity of those who don’t represent Korean beauty. Rather than solely having influencers who are well invested in the community and look the part, KNEMO is seeding out to creators who don’t fit the expected mold, but still resonate with diverse audiences through authenticity and cultural curiosity. “It’s not about fitting a look — it’s about sharing a feeling,” Park said. “That’s how we build real connection.”
...
For Park, the future of K-beauty lies in sensorial marketing and cultural storytelling. KNEMO draws inspiration from Seoul’s Gen Z neighborhoods like Seongsu and Hannah, rather than traditional motifs like handbooks or palaces. This creative directive mirrors KNEMO’s desire to be presented as a living, breathing influence revolving around the youth community. It’s a deliberate move away from strategic heritage and towards a dynamic, lived-in aesthetic that mirrors how Gen Z experiences identity: multilayered, hybrid, and constantly in motion.
This shift of ideas reveals a broader redefinition of Korean identity — one that centers Gen Z culture, aesthetic experimentation and emotional resonance. Through channeling textures, colors, and moods of Seoul’s trend-forward districts, KNEMO crafts a distinctive brand experience that’s immersive and globally fluent.
“We don’t see Korea as hanboks and palaces, but as innovative gelato flavors, fashion to flex, and high standards for beauty,” Park said. “That sets the tone for all the products and photo shoots we produce.”
...
Park believes the next chapter of K-beauty will rival French prestige brands in both product power and storytelling. “Don’t just bring a product — bring a point of view,” she said.
For Dan, Ham and Park, Korean beauty is more than just a trend. It’s a long-term movement built on philosophy, innovation, education and community — one pop-up at a time.
