As Korean beauty products continue to captivate global consumers, Seoul-based five cosmetics and wellness companies are gearing up for a deeper penetration into the worldwide market with the backing of South Korea’s capital city government.
In late March, in a strategic move to strengthen Seoul’s position as a global beauty hub, the Seoul Business Agency (SBA) selected five distinguished beauty and wellness brands under its “Seoul Edition Members” program to champion Korean innovation and excellence across international beauty markets.
This year’s inaugural members include VT Cosmetics, which has made a market sensation with its at-home microneedling treatment, the Cica Reedle; Kim Jeong Moon Aloe Co., a pioneer of Korea’s functional food market; Round Lab by Seorin Company, known for its internationally popular sunscreen; BeautySkin Co., the force behind Wonjin Effect and Glow Loudey; and ModaModa, the innovator behind Korea’s first polyphenol-based hair darkening shampoo.
The chosen ones will leverage SBA’s extensive promotional platforms, from online and offline marketing campaigns to global market access, aiming to win the hearts of consumers worldwide.
As part of the initiative, the brands are also granted the right to use the Seoul Edition emblem on their products, which is expected to enhance their credibility on the global stage further.
“These brands boast unparalleled product excellence and competitive distinction, destined to captivate global consumers,” said Kim Sung-min, head of SBA’s Beauty Industry Division. “SBA will continue to provide various supports to K-beauty’s advance into the global market and help them to shine on the international stage.”
VT COSMETICS
Redefining skincare simplicity with innovation
VT Cosmetics stands at the forefront of K-beauty innovation with its signature “Reedle Shot” line, an advanced microneedling treatment enabled by next-generation liposome technology that ensures skincare beyond the surface. This technology breaks down active ingredients into smaller molecules for deep absorption.
The Cica Reedle, its non-invasive at-home skincare solution, sets itself apart from acid-based spicule products by using naturally derived ingredients, such as Centella Asiatica.
Spicules are microscopic, needle-like structures derived from marine sponges, plant extracts, or synthetic bioactive materials. They create micro-channels, which facilitate targeted delivery into the dermis.
Its Reedle Shot collection offers products for different skin types, ranging from the acne line to the calming, dryness and pore care lines in a wide range of product types – cream, ampoule, mask, lip, spot and hair care.
Founded in 2014, VT Cosmetics launched the VT brand in 2016, when its exports to China surpassed $10 billion in value. Its annual revenue jumped to 125.5 billion won ($90.4 million) in 2022 from 30 billion won in 2017, according to the company.
Currently, its products are available in 31 countries through both online and offline channels.
With the Seoul Edition badge, VT Cosmetics aims to further broaden its global reach.
KIM JEONG MOON ALOE
Pioneer of South Korea’s functional food and natural cosmetics market
Founded in 1975, Kim Jeong Moon Aloe is credited with pioneering South Korea’s functional food industry.
Its founder and late Chairman Kim Jeong-moon imported aloe from the US and introduced aloe-based cosmetics and functional foods to the country for the first time.
The company has been operating its own aloe farms since 1976 and maintains an in-house R&D lab.
Today, its offerings include functional foods, cosmetics and medical devices designed to deliver medicinal and cosmetic benefits of aloe.
Flagship products are premium aloe vera gels, functional skincare items and wellness supplements focused on natural healing, said the company.
The company first went global in the early 1980s, with broader expansion gaining momentum in 2000.
Kim Jeong Moon Aloe has since diversified its distribution model beyond its traditional door-to-door sales to include modern retail and online platforms at home and abroad.
As it approaches its 50th anniversary in 2025, the company aims to reinforce its identity as Korea’s leading “K-Wellness Brand,” promoting holistic well-being worldwide with the Seoul Edition seal.
SEORIN COMPANY
Clean beauty powered by nature’s purity
Incepted in 2017, Seorin Company champions the clean beauty movement, seamlessly blending natural ingredients with sleek, modern aesthetics.
Its flagship brand, Round Lab, draws inspiration from the pristine environments of the Korean Peninsula, where mountains meet the sea and strong breezes purify the land.
It sources ingredients from Korea’s most untouched areas – such as Ulleungdo’s deep-sea water, Inje’s birch tree sap, Geomundo’s sea breeze-nurtured mugwort and Jeongseon’s nutrient-rich black soybeans. Round Lab products commit to natural vitality, said the company.
Its popular products include the “1025 Dokdo Toner,” famous for its deep hydration and mineral infusion, and the “Birch Juice Moisturizing UV Lock” sunscreen, often the editor’s top pick of numerous fashion and beauty magazines from around the world, especially in the US.
Round Lab is dedicated to developing clean, effective solutions for sensitive skin with relentless efforts to discover the finest natural ingredients.
With a growing presence in over 50 countries, Seorin Company upholds sustainable beauty practices while honoring Korea’s unique natural heritage.
With Seoul Edition’s backing, the company plans to push further into new markets across the world.
BEAUTYSKIN
Advancing healthy beauty beyond borders
BeautySkin is a Seoul-based beauty powerhouse committed to creating healthy beauty through continuous research and development.
Over the past two decades since its foundation, the company has become a K-beauty frontrunner on the global stage with its renowned cosmetics original development and manufacturing (ODM) services for other cosmetics companies.
Separately, it has its own brand, Wonjin Effect, which is famous for its popular products such as Hydro Vial Serum and Hydrogel Masks, crafted with clinical-grade precision to nourish and rejuvenate the skin, the company said.
It also owns Glow Loudey, which sets itself apart by utilizing flower water – a gentle, nutrient-rich botanical essence – at the core of its formulations.
By prioritizing genuine efficacy and safe formulations, BeautySkin has strengthened its presence across major international markets, including the US and Europe, as well as across Asia and continues to aggressively pursue worldwide expansion.
It pins high hopes on the Seoul Edition program to gain further traction in its journey to reach out to a broader group of international consumers.
MODAMODA
Revolutionizing haircare through science
ModaModa created huge buzz when its hair darkening shampoo first hit the market in 2021, often dubbed a “miracle shampoo” at home.
Despite a few controversies over its ingredients upon its initial launch, the shampoo, now in its third generation, has cemented its leading position in Korea’s hair darkening shampoo, which is challenged by its followers, after proving the safety of its ingredients.
Initially co-developed by ModaModa and Korea’s top science and technology university KAIST’s chemistry professor Lee Hae-shin, the shampoo, containing polyphenol that causes the natural “browning reaction” of fruits, was sold out on the day of its debut on Amazon in 2022.
As the trailblazer of Korea’s hair dyeing shampoo market, ModaModa has expanded its product lineup beyond the flagship hair darkening shampoo, the Zero Gray Black Shampoo 10, which is the third generation.
It offers other haircare products, including hair-loss prevention shampoos and conditioners, as well as styling products such as hair root touch-ups.
Its ingredients are certified by renowned organizations from around the world, such as an “excellent” rating by Germany’s Dermatest, defying earlier concerns about the safety and efficacy of the ingredients.
ModaModa will continue to expand its presence in the global market with its revolutionary products developed by science, and expects the Seoul Edition badge will help it make a big push to achieve its global ambition.
LONG-TERM COMPANION OF SEOUL-ORIGINATED SMES
Established in 1998, the Seoul Business Agency (SBA) offers a wide range of support for small and medium-sized enterprises (SMEs) based in Seoul.
Funded and managed by the Seoul Metropolitan Government, it fosters startups and aims to accelerate innovation across cultural, digital and manufacturing sectors.
Through diverse programs – market expansion, global branding programs and industry-specific hubs – SBA serves as a launchpad for SMEs seeking to enter the global market and a catalyst for economic growth.
(This content is an advertorial sponsored by the Seoul Business Agency.)
By Sookyung Seo
skseo@hankyung.com
Jennifer Nicholson-Breen edited this article.
