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Inside K-Beauty: Global Impact, Industry Shifts, and What's Next
Inside K-Beauty: Global Impact, Industry Shifts, and What's Next
Introduction: Why K-Beauty Matters K-beauty has significantly transformed the global skincare industry by delivering…
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셰이크하미나 공유함“Glow” was an outcome. “Repair” is a role. That shift matters more than it seems. Because outcomes don’t build routines, roles do. And the brands that win next won’t just promise results. They’ll define where they sit in the system.셰이크하미나 공유함From glow to repair: what skincare consumers want now For years, skincare sold aspiration. The promise was glow: brighter skin, fresher skin, healthier-looking skin. But the signals emerging now point to a shift in what consumers are actually looking for. What is gaining traction is not just radiance. It is repair. More products are being positioned around correction, recovery, and targeted support: post-acne care, scar treatments, calming cleansers, tone-correcting creams, and precision formats designed for specific concerns. This suggests that consumers are no longer only buying skincare to enhance how their skin looks. They are increasingly buying it to manage what their skin has been through. That matters because repair feels more concrete than glow. Glow is attractive, but vague. Repair is specific. It responds to visible issues (marks, irritation, uneven tone, sensitivity, fatigue) and gives the consumer a clearer reason to buy. It also reflects a more problem-aware skincare mindset. Consumers are not just browsing by category anymore. They are shopping by concern. And the products winning attention are the ones that make correction feel targeted, credible, and easy to integrate into everyday routines. In that context, skincare is becoming less about broad aspiration and more about visible recovery. Glow sold the dream. Repair sells reassurance. This shift is also visible in consumer behavior, with SPATE showing strong predicted YoY growth across terms such as scar stick (+33,6%), post acne cream (+16,9%) and liquid pimple patch (+26,9%) showing strong YoY growth, suggesting that repair-led skincare is not just a product trend, but a broader change in consumer demand. #BeautyBusiness #BeautyRituals #SkincareTrends #BeautyInsights #ConsumerBehavior
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셰이크하미나 공유함Cosmoprof Bologna isn’t just about products. It’s about how brands build presence in physical space. Walking the floor this year, a few booths stood out not because they were bigger… but because they were clearer systems. SKIN1004 Understood one thing: story needs translation. Their booth didn’t just show products, it spatialized their sourcing narrative. You could feel the origin story. CJ OLIVE YOUNG Built like a platform, not a brand. Each private label had its own identity, yet the system held. That’s retail infrastructure done right. COSRX Leaning into play. Simple, recognizable, almost content-native design. Built for attention and shareability, not just display. Some By Mi Strong, unmistakable branding. No confusion, no dilution. You knew exactly where you were standing. — What this made clear: Booth design isn’t decoration. It’s brand architecture in physical form. The best executions did three things well: → Translated brand story into space → Made navigation intuitive in seconds → Created a distinct, ownable memory Because in a hall full of brands… visibility is easy. Clarity is what converts.
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셰이크하미나 공유함Sephora isn’t building experiences. They’re building memory infrastructure. Online gives you access. Retail gives you emotion. Events connect the two. That’s how a retailer stays relevant when products are everywhere. Because the transaction isn’t the goal. It’s the outcome of something harder to manufacture: a reason to come back. What’s interesting is what this means operationally: Most brands still show up in retail as inventory. A shelf. A gondola. A tester. But if retail is where memory is built, then the role of the brand changes: → not just “what do we sell?” → but “what do people experience around us?” Because memory is what drives: → repeat visits → preference → conversion over time And that’s where most brands are still underbuilt. They optimize for visibility. But don’t design for recall. And in a world of infinite access, recall is the moat. Curious how you’re thinking about this: Are you designing for conversion… or for memory?셰이크하미나 공유함👀 SEPHORA 𝗷𝘂𝘀𝘁 𝗽𝗿𝗼𝘃𝗲𝗱 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗯𝗲𝗮𝘂𝘁𝘆 𝗿𝗲𝘁𝗮𝗶𝗹 𝗶𝘀𝗻'𝘁 𝗷𝘂𝘀𝘁 𝗼𝗻𝗹𝗶𝗻𝗲. Sephora brought its flagship experiential event SEPHORiA back to Los Angeles last weekend – first time in the city since 2019. Here's what that looked like: 🪭 The Magic Box at The Reef, Downtown LA 🪭 50+ brand activations 🪭 Masterclasses from Pat McGrath and Mario Dedivanovic 🪭 Founder talks with Issa Rae and Chriselle Lim 🪭 VIP swag bags valued at over $1,400 🪭 Thousands of attendees 🪭 Sold out before the week began The easy read is that this is a very expensive brand-building exercise. That read misses the strategic logic entirely. SEPHORiA is Sephora's answer to the question every retailer is now asking: ❗𝗪𝗵𝗲𝗻 𝗮 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗰𝗮𝗻 𝗯𝘂𝘆 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗮𝗻𝘆𝘄𝗵𝗲𝗿𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗿𝗲𝗲 𝘁𝗮𝗽𝘀, 𝘄𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝘁𝗵𝗲𝗺 𝗹𝗼𝘆𝗮𝗹 𝘁𝗼 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗿𝗲𝘁𝗮𝗶𝗹𝗲𝗿? The answer, apparently, is that you make them feel like they are inside the world of beauty in a way no app can replicate. And the industry is responding accordingly: 📈 84% of beauty brands have increased experiential marketing budgets over the past three years 📈 Two-thirds now dedicate 10–30% of total marketing spend to immersive activations Here's your key takeaway: ❗ 𝗧𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 𝘄𝗶𝗹𝗹 𝗻𝗲𝘃𝗲𝗿 𝗿𝗲𝗮𝗹𝗹𝘆 𝘁𝗵𝗲 𝗽𝗼𝗶𝗻𝘁. 𝗧𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲 𝗼𝗳 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝗺𝗮𝗻𝘂𝗳𝗮𝗰𝘁𝘂𝗿𝗲 – 𝗯𝗲𝗹𝗼𝗻𝗴𝗶𝗻𝗴. And that's what every beauty retailer is now racing to figure out how to build. So what does this mean for brands showing up in retail right now? 🔺 The gondola is not enough – the experience around the product is the sell 🔺 Retailer loyalty is now earned through moments, not points 🔺 If your brand can't create a reason to show up in person, someone else's will ❗ 𝗦𝗲𝗽𝗵𝗼𝗿𝗮 𝗱𝗶𝗱𝗻'𝘁 𝗿𝗲𝘁𝘂𝗿𝗻 𝘁𝗼 𝗟𝗔 𝘁𝗼 𝘀𝗲𝗹𝗹 𝗺𝗼𝗿𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁. 𝗜𝘁 𝗿𝗲𝘁𝘂𝗿𝗻𝗲𝗱 𝘁𝗼 𝗿𝗲𝗺𝗶𝗻𝗱 𝘆𝗼𝘂 𝘄𝗵𝘆 𝘆𝗼𝘂 𝗹𝗼𝘃𝗲 𝗯𝗲𝗮𝘂𝘁𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗽𝗹𝗮𝗰𝗲. Thoughts? Drop them below 😍 #Sephora #SEPHORiA #BeautyIndustry #ExperientialMarketing #BeautyBusiness #BrandStrategy #BeautyMarketing #BeautyTrends2026
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셰이크하미나 공유함K-Beauty’s Second Advantage: Conversion by Design When people talk about why K-Beauty performs well globally, the conversation usually stays at ingredients or price. But there’s another layer that’s easy to miss: K-Beauty reduces hesitation. Not through claims. Through experience. From the very first use, the product answers unspoken questions: → Does this feel safe on my skin? → Does this feel like it’s working? → Do I trust this? Texture plays a critical role here. A cleanser that turns from oil to milk. A cream that melts instantly into the skin. A toner that absorbs without residue. These moments don’t just feel good. They accelerate belief. And belief is what drives conversion. Because in beauty, performance is rarely proven immediately. It’s perceived first. That’s why two products with similar ingredients can perform very differently in the market. One creates immediate confidence. The other asks for patience. In a retail environment or on a first use, that difference is everything. K-Beauty doesn’t just design for results. It designs for early trust. And early trust shortens the distance between: First use → Repeat purchase Which raises a broader question: Are we still formulating for results, or are we formulating for belief? #KBeauty #BeautyIndustry #ConsumerBehavior #ProductDesign #BeautyTrends #SkincareInnovation
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셰이크하미나 공유함Influencer marketing didn’t scale Medicube. Systems did. What’s easy to miss is that the creator post isn’t the outcome, it’s the input. One post turns into hundreds of variations. Reactions, tests, comparisons, remixes. That’s not content. That’s infrastructure. And when that infrastructure is paired with products designed to be visible, demonstrable, and repeatable, you get something much more powerful than virality. You get inevitability. The shift here isn’t from ads to creators. It’s from campaigns to systems. The real question is: Are you still launching content… or building something that compounds?셰이크하미나 공유함𝐌𝐞𝐝𝐢𝐜𝐮𝐛𝐞 𝐫𝐞𝐰𝐫𝐨𝐭𝐞 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠. 𝐀𝐧𝐝 𝐬𝐜𝐚𝐥𝐞𝐝 𝐭𝐨 $𝟏𝐁. While most brands are still playing the old game. 📈 $1.1B in revenue 📈 1,143% TikTok Shop growth 📈 1,400 Ulta stores Here’s what most brands still get wrong: They pay for a big creator. They post once. They hope it converts. Medicube does the opposite. 🔸 𝐓𝐡𝐞 𝐜𝐫𝐞𝐚𝐭𝐨𝐫 𝐩𝐨𝐬𝐭 𝐢𝐬 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲. 𝐈𝐭’𝐬 𝐭𝐡𝐞 𝐫𝐚𝐰 𝐦𝐚𝐭𝐞𝐫𝐢𝐚𝐥. When Kylie or Hailey post, that’s just the starting point. Medicube builds on top of it. Reaction videos. Before-after tests. Thousands of creators reinterpreting the same moment. One post turns into a content ecosystem. 🔸 𝐓𝐡𝐞𝐲 𝐛𝐮𝐢𝐥𝐭 𝐚 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐚𝐫𝐦𝐲, 𝐧𝐨𝐭 𝐚 𝐜𝐫𝐞𝐚𝐭𝐨𝐫 𝐥𝐢𝐬𝐭. 34,000 affiliates creating, testing, reacting. Not brand ambassadors, but a distributed salesforce. Paid on performance and incentivized to convert. 🔸 𝐓𝐡𝐞𝐲 𝐝𝐞𝐬𝐢𝐠𝐧 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐟𝐨𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭. Visible results, instant comparison, satisfying transformations. Their products are made to be filmed, shared, debated. Content is not marketing, it’s built into the product. Medicube didn’t scale because of better ads. They scaled because they built a machine that turns attention into inevitability. Where: • people see it everywhere • it feels like everyone is using it • and buying becomes the default At TNGE we see that most brands are still optimizing content. The real unlock is building content infrastructure. Because the brands that win today don’t go viral once. They make virality repeatable. 💭 Are you still launching campaigns… or are you building a system that compounds? #consumerbrands #TNGE #medicube #contentcommerce #socialcommerce #influencermarketing #growthmarketing #scaling
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셰이크하미나 공유함For years, fragrance has been dominated by European houses. Heavy projection. Strong identity. Designed to be noticed. But something is quietly shifting. K-beauty didn’t just change skincare. It’s now starting to reshape fragrance. And the shift isn’t about scent alone. It’s about how fragrance fits into daily life. K-fragrance brands are building around a different logic: • skin-close, wearable scents • softer, more personal expression • minimalist design and storytelling • formats that integrate into routines, not occasions This is not “less powerful” fragrance. It’s more compatible fragrance. And that distinction matters. Because consumption habits have changed. People don’t live in environments where loud projection wins anymore. They live in shared spaces, layered routines, constant movement. Fragrance is no longer a statement. It’s becoming part of a system. That’s why brands like Tamburins, Nonfiction, BTSO, and others are gaining traction. Not because they smell better. But because they fit better. ↓↓↓ The real question isn’t whether K-fragrance will grow. It’s this: Will traditional fragrance adapt to this shift in usage behavior or stay anchored in projection and legacy codes? Because we’ve seen this before. Skincare didn’t change because of better ingredients alone. It changed because the system around it evolved. Fragrance might be next. Photo Credit: Pinterest
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셰이크하미나 공유함The GCC beauty market is one of the most structurally interesting retail environments right now. What stands out is how technology, cultural understanding, and in-store consultation operate as one system rather than separate channels. When discovery happens online, personalization happens through AI, and trust is built through human expertise in store, beauty retail becomes much more resilient. It’s also interesting to see how K-beauty routines and ingredient literacy continue to influence consumer behavior globally.셰이크하미나 공유함🔹PASSION FOR BEAUTY? A CLOSER LOOK AT THE EVOLUTION OF FACES 🔹 As explored by #SoignéMagazine, the beauty retail sector in the GCC continues to adapt to new technologies, cultural nuances, and increasingly informed consumers. In a recent interview, Nicole Nitschke, Managing Director of FACES Beauty Middle East at Chalhoub Group, shares insights from over three decades in global beauty retail and the new trends shaping it. A few highlights from the conversation: ✨ Regional expertise as a differentiator With more than 85 stores across 10 countries, FACES combines global beauty know-how with a deep understanding of local culture and consumer expectations. 🌐 Hybrid retail journeys Consumers research online, engage with social trends, and still value in-store consultation, creating a seamless blend of digital and human experiences. 💎 Category trends Fragrance remains the region’s strongest category, while skincare, especially hydration and barrier-focused products, continues to grow, alongside hybrid skincare-makeup innovations. 🎶 The influence of K-Pop culture Korean beauty trends have moved from niche to mainstream, driven by ingredient-focused routines and the cultural influence of K-Pop, resonating strongly with Gen Z and Millennial consumers in the GCC. 🤖 Technology for personalisation With Layla AI, FACES offers AI-driven beauty advice that complements in-store expertise, supporting culturally and linguistically relevant guidance. 🤝 Retail is ultimately about people Nicole emphasizes that trust, empathy, and understanding consumer needs remain central, even as technology and formats evolve. Collaborating with Nicole on this editorial to bring these insights to light has been truly rewarding. A special thank you to Milrina Martis and the team at Soigné Magazine for highlighting this conversation. 🔗 For those interested, the full interview offers a deeper look into the beauty retail landscape in the region: https://lnkd.in/eTMuj5GM #WeAreChalhoub #Beauty
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셰이크하미나 공유함K-Beauty’s Hidden Engine: Sensory Design When people talk about K-Beauty, they often focus on ingredients. Centella. Snail mucin. PDRN. Peptides. But one of the real reasons K-Beauty travels so well globally is something else: Sensory engineering. K-Beauty doesn’t just formulate products to work. It formulates them to feel memorable. Texture, transformation, sound, visual payoff. These details create moments that people want to touch, film, and share. Here are four sensory mechanics K-Beauty uses exceptionally well: 1. Transformative Textures Products that change state during use. → Oil-to-milk cleansers → Capsule creams that break on contact → Jelly masks that melt into serum The transformation itself becomes part of the experience. 2. Foam and Bounce K-Beauty understands that texture signals performance. Whipped cleansers, bouncy gels, mochi-like creams. The product communicates softness, hydration, and comfort before results even appear. 3. Visual Payoff Products designed to be visually satisfying. → Bubble masks → Capsule serums → Milky toners separating into layers These aren’t just formulas. They are visual rituals. 4. Sound and Tactility Even small details matter. The click of a compact. The glide of a balm. The bounce of a cushion puff. These micro-interactions create muscle memory with the product. What’s interesting is this: Many beauty brands focus on claims and ingredients. K-Beauty focuses on experience architecture. And in the age of TikTok, retail discovery, and short attention spans, sensory design may be one of the most powerful tools for brand differentiation. Because when a product feels satisfying, people don’t just use it. They show it. And showing becomes marketing. Which sensory detail makes a product unforgettable for you? Texture? Transformation? Packaging tactility? #KBeauty #SensorySkincare #BeautyInnovation #BeautyIndustry #ProductDesign #ConsumerBehavior #BeautyTrends
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셰이크하미나 공유함Price used to be the infrastructure of prestige. High price → exclusive shelf → controlled distribution → perceived value. That system worked when information was scarce. Now the infrastructure has changed. Consumers compare ingredients in seconds. Dermatologists review $20 and $200 products side by side. Retail environments like Sephora collapse price tiers into the same shelf. Prestige is no longer protected by price architecture. It’s protected by systems. Clinical credibility. Intellectual property. Distribution strategy. Community validation. In other words, prestige is shifting from economic signaling to structural strength. The brands that win won’t just look premium. They’ll have systems that hold.셰이크하미나 공유함Prestige vs Masstige: The Lines Are Blurring For years, the beauty industry operated on a clear ladder: Mass → Masstige → Prestige → Luxury. Clear price tiers. Clear retail channels. Clear consumer expectations. That clarity is fading. We’re watching the hierarchy flatten. Three structural forces are driving this shift: 1️⃣ The Sephora Effect Retail used to reinforce price segmentation. Now retailers like Sephora curate across tiers in the same physical and digital space. A $24 serum can sit next to a $95 cream — with similar storytelling, similar shelf presence, and similar influencer visibility. Environment no longer guarantees prestige. Curation does. And curation is becoming algorithmic. 2️⃣ Gen Z Buys Value Signaling, Not Just Price Signaling Younger consumers don’t equate higher price with higher status automatically. They evaluate: • Ingredient transparency • Community validation • Aesthetic alignment • Cultural relevance A masstige brand with strong TikTok traction can feel more culturally premium than a legacy prestige brand with weak social presence. Prestige is no longer just economic. It’s cultural. 3️⃣ TikTok Collapsed the Aspiration Gap Platforms like TikTok have compressed the distance between luxury and accessibility. High-end routines are deconstructed daily. Ingredient lists are debated publicly. Dermatologists review $20 and $200 products side by side. Information parity reduces mystique. When transparency increases, perceived exclusivity decreases. Brands can’t rely on opacity anymore. So what happens next? Prestige brands must justify their premium through: • Intellectual property • Clinical authority • Brand world-building • Emotional depth Masstige brands must avoid the race to the bottom and instead build symbolic equity. The real divide won’t be price. It will be meaning. Curious how others see it: Are we witnessing the democratization of prestige — or the dilution of it?
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셰이크하미나 좋아요 표시함셰이크하미나 좋아요 표시함Body oil has become hybrid. At the heart of modern Body Care rituals, a blooming classic category that has become hybrid, and one of the most complete gestures in body care. Beyond its sensorial appeal, experiential, it stands out for its ability to nourish, comfort, and visibly improve skin quality through a simple and consistent application, let see its keys!! Global body oil market size, 2025: ~$4.34 billion, 2030 (forecast): ~$5.84 billion. CAGR 6.0% between 2025 and 2030 REINFORCE SKIN BARRIER Its main function is to help reinforce the skin barrier and support moisture retention. The skin naturally produces lipids that protect it and help maintain balance, but over time, frequent cleansing, or seasonal changes, that protection can benefit from extra support. So design and communicate them strategically, body oils have become effective allies for keeping the skin supple, luminous, and comfortable. +30% body oil use is specifically associated with dry-skin care. SKIN AFFINTY One of their greatest strengths is their strong affinity with the skin. Because these formulas are rich in lipids and nourishing actives, they help soften texture, improve elasticity, and leave behind a satin finish often associated with health and vitality. Packaging should communicate this effectively, they are highly valued for supporting the skin during moments when it needs extra care, such as temperature changes, periods of dehydration, or routines focused on maintaining firmness. Oil + serum: hydration + treatment actives (vitamins, peptides, niacinamide). Oil + shimmer: skincare + glow effect. Oil + SPF: hydration + sun protection. RITUAL EXPERIENCE Build visual brand experiences, the way they are applied is also part of their value. Massaging the product into the skin turns an everyday gesture into a moment of well-being. The texture, glide, and finish transform body care into a more immersive and pleasurable experience, reinforcing the idea of ritual that is becoming increasingly important in beauty. +56.4% Spa and wellness applications account for body oil use WATER-FREE Be strategic, many formulas are water-free and offer a more concentrated blend of active ingredients, allowing them to deliver nourishment, protection, and sensoriality in a single product. For this reason, body oils Skus’s are increasingly perceived as multitasking hybrid cosmetics, able to enhance the skin’s appearance, support daily care, and contribute to emotional well-being at the same time. +68.9% natural oils represent roughly the body oil market. TODAY body oil represents a shift in how body care is understood: less quantity, more affinity; less automatic routine, more experience. A product that improves not only the look of the skin, but also the way we care for it every day. Featured brands: KjÊr Weis Saltair Phlur Om Organics Alpine Botanics Oï Bali Sacred Aura Form Nécessaire Freshly Gisou Rituals #beautybusiness #beautyprofessionals #bodyoil #nourishment
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셰이크하미나 반응 남김셰이크하미나 반응 남김✨ Next stop: TFWA Singapore 🇸🇬 mixsoon is heading to the TFWA Asia Pacific Exhibition & Conference 2026. We’re excited to connect with global partners at one of the leading duty free & travel retail events in the Asia Pacific region. 📍 Marina Bay Sands Expo & Convention Centre 📅 May 10–14, 2026 At mixsoon, we focus on clean formulas and effective skincare that enhance the skin’s natural strength. Join us at TFWA to discover our products and explore new business opportunities together. 🤝 Interested in partnerships, distribution, or collaboration? Let’s connect in person. #mixsoon #MixsoonJourney #NextStopSingapore #TFWA2026 #TFWAAsiaPacific #TravelRetail #DutyFree #KBeauty #Skincare
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셰이크하미나 좋아요 표시함셰이크하미나 좋아요 표시함India is quietly going through a skin shift, and honestly, most people haven’t noticed it yet! 1 in 3 Indians have sensitive skin. That number is now touching 50–70%. The market is growing from ~$3.7B to ~$7.5B by 2030. This isn’t a niche anymore. It’s becoming the default. What’s driving this shift is hard to ignore. Overuse of actives, pollution, stress, and increasingly complex routines have pushed consumers to chase faster results without fully understanding skin tolerance or barrier health. In the process, we’ve ended up damaging the one thing that matters most, the skin barrier. And then something interesting happens. People don’t start with sensitive skincare, they land there after things go wrong. That’s why brands like Cetaphil and CeraVe continue to grow, not because they’re exciting, but because they feel safe. Which raises a simple question: why isn’t there a brand people choose before their skin gets damaged? That’s exactly what we’re building with Taupe, skincare designed for sensitive skin from day one, not as a fallback. Because sensitive skin isn’t a segment anymore, it’s where skincare is headed.
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셰이크하미나 좋아요 표시함셰이크하미나 좋아요 표시함1. B-Glowsera Organic Summer Face Serum Product Description B-Glowsera Organic Summer Face Serum is a lightweight, fast-absorbing skincare formula designed to hydrate, soothe, and protect the skin during hot and humid weather. Crafted with carefully selected organic botanical extracts, this serum helps maintain the skin’s natural moisture balance while improving skin texture and radiance. The product is presented in eco-friendly sustainable packaging made from bamboo and recycled paper, reflecting B-Glowsera’s commitment to environmentally responsible beauty solutions. Key Benefits :- • Provides deep hydration without making skin oily • Helps calm sun-exposed and heat-stressed skin • Improves natural skin glow and smoothness • Supports healthy skin barrier during summer conditions • Lightweight texture suitable for daily use • Made with organic botanical ingredients • Eco-friendly packaging with no plastic or glass materials How To Use :- Cleanse the face thoroughly before application. Apply 2–3 drops of serum onto fingertips. Gently massage into face and neck using upward circular motions. Allow the serum to absorb completely into the skin. Use twice daily, morning and evening, for best results. 2. B-Glowsera Organic Summer Lipstick (Colour Cosmetic) Product Description B-Glowsera Organic Summer Lipstick is a nourishing colour cosmetic designed to deliver vibrant pigmentation while caring for the lips. Formulated with natural oils and plant-based waxes, the lipstick provides smooth application, comfortable wear, and moisture protection even in warm summer conditions. Packaged in eco-friendly bamboo and recycled paper materials, the product combines sustainable beauty with premium cosmetic performance. Key Benefits :- • Rich and vibrant colour payoff • Smooth and creamy application • Helps keep lips soft and moisturized • Lightweight and comfortable for daily wear • Long-lasting colour suitable for summer conditions • Formulated with natural and organic ingredients • Sustainable eco-friendly packaging How To Use :- Ensure lips are clean and dry before application. Apply the lipstick evenly from the center of the lips outward. For deeper colour intensity, apply a second layer. Reapply as needed throughout the day for fresh colour and hydration.
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셰이크하미나 좋아요 표시함셰이크하미나 좋아요 표시함Why a promotional agenda for beauty brands? Calendars are a key driver of revenue, acquisition, and engagement. Because beauty products align with gifting, emotion, and seasonal spikes, brands can leverage moments like Valentine’s Day, Mother’s Day, and holidays to capture intent-driven purchases when consumers are actively seeking meaningful gifts rather than purely functional products. +96% consumers have gifted beauty/personal care products, and 89% plan to do so again Particularly powerful due to the intersection of gifting, emotion, and self-care. Beauty and cosmetics represent a significant share of gifting categories, accounting for ~22% of women’s gifts globally ~$38B. On average, each shopper buys gifts for multiple recipients (≈1.5 per occasion), expanding basket size. +New Year / Self-care season – January 1 +Valentine’s Day – February 14 +International Women’s Day – March 8 +Mother’s Day – Dates vary by country (e.g., May in EU/US) +Father’s Day – June (varies by country) Spain - March +Summer / Vacation season – June–August +Back to School / Reset period – August–September +Black Friday / Cyber Week – Late November +Christmas / Holiday season – December Calendars work especially well because the category naturally aligns with emotional and social purchasing behaviors. In essence, promotional moments convert beauty from a functional purchase into an emotional, socially driven one. +30% of holiday shoppers purchase beauty products as gifts. A STRUCTURED calendar helps beauty brands capture seasonal demand, align with emotional moments, increase average order value through bundles, and improve acquisition during high-intent periods, while strengthening brand relevance and driving repeat purchases through recurring annual triggers and avoiding missed opportunities when consumers are ready to buy. FUTURE of promotional strategies Shifting from fixed discount-driven periods toward more experience-led, personalized, and value-oriented strategies. Rather than relying solely on price incentives, brands are increasingly designing campaigns around emotional relevance, product curation, sustainability, and data-driven personalization to better align with evolving consumer expectations. +Shift from discounts to experience and value +Growth of self-gifting +Focus on sustainability and refills +Increased personalization and segmentation +Expansion of always-on gifting moments Conclusion For beauty brands, a promotional agenda is a strategic growth lever that aligns with cultural and gifting moments to capture predictable, emotion-driven demand. The most successful brands will move beyond static promotions toward integrated, experience-led, and personalized systems that combine timing, storytelling, and product strategy to drive both short-term sales and long-term brand equity. Featured Brands: Crown Kinship Laneige Ohii Peach & Lily Tamburins Summer Fridays #beautybusiness #beautyprofessionals #beautypromotions #giffting #gift
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Teaching English as a Second Language
Jahad Daneshgahi of Tehran
발행일:고유번호 Mina Sheikhha
봉사 활동
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Booth Manager
Seoul City
- 1개월
문화 예술
Managed the Iranian cultural presence booth in the international culture day event in Seoul, held by Soul City.
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Interpreter
Busan City
- 1개월
문화 예술
Handled Interpreting for the meeting between Busan Mayor and Isfahan Mayor during their sister-hood agreement signing commencement.
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Team member for ISO (International Student Organization)
Hankuk University of Foreign Studies
- 1년
문화 예술
Recipient of Certificate of Recognition for promoting internationalization throughout the program
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Language Exchange Buddy Program
Hankuk University of Foreign Studies
- 3개월
학력
Received program completion certificate and Best Buddy Group certificate for outstanding activism
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Guest Speaker
Nazarbayev University
- 1개월
문화 예술
I attended a talk session about international office and international student experience for Korean language students of Nazarbayev University.
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International Consultant
Nazarbayev University
- 2개월
학력
Was assigned a student in Intercultural Communication course to assist with further understanding of cultural diversity and integration course work and participate in assignment completion.
프로젝트
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Launch of Mixsoon in Rossmann Hungary
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Since February 2025, I have been actively involved in discussions and negotiations with a vendor partner to bring Mixsoon’s clean beauty products to Rossmann Hungary. Through close collaboration with our vendor and internal teams, we successfully launched Mixsoon in Rossmann Hungary’s stores, expanding our brand presence in Europe and introducing our signature skincare solutions to new customers.
Key activities:
• Managed partnership negotiations through a trusted vendor partner since…Since February 2025, I have been actively involved in discussions and negotiations with a vendor partner to bring Mixsoon’s clean beauty products to Rossmann Hungary. Through close collaboration with our vendor and internal teams, we successfully launched Mixsoon in Rossmann Hungary’s stores, expanding our brand presence in Europe and introducing our signature skincare solutions to new customers.
Key activities:
• Managed partnership negotiations through a trusted vendor partner since February 2025
• Coordinated cross-border launch activities, including product selection and marketing support
• Strengthened Mixsoon’s positioning in the European market by securing a high-visibility retail partner -
Cosmoprof Bologna 2025 – Global Exposure for mixsoon Brand
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In March 2025, I participated in Cosmoprof Worldwide Bologna, one of the most influential global beauty trade shows, to represent and promote mixsoon and TTVV (a mass/prestige brand and a mass brand in that order) to an international audience. This event provided an incredible opportunity to introduce the brand philosophy and hero products of Mixsoon, a rising clean beauty brand built around minimalist formulas and powerful fermented ingredients.
I was responsible for curating the booth…In March 2025, I participated in Cosmoprof Worldwide Bologna, one of the most influential global beauty trade shows, to represent and promote mixsoon and TTVV (a mass/prestige brand and a mass brand in that order) to an international audience. This event provided an incredible opportunity to introduce the brand philosophy and hero products of Mixsoon, a rising clean beauty brand built around minimalist formulas and powerful fermented ingredients.
I was responsible for curating the booth experience, organizing brand storytelling materials, and leading live product demos and buyer meetings. Our display focused on Mixsoon’s signature lines as well as upcoming launches. We highlighted the brand’s commitment to pure ingredients, skin simplicity, and high-efficacy textures, which resonated strongly with buyers across Europe, the Middle East, and Southeast Asia.
Throughout the event, I networked with distributors, retailers, and media contacts, gathering market-specific insights and identifying potential partnerships. This project not only increased Mixsoon’s brand visibility on the global stage, but also reinforced our positioning within the clean beauty and K-beauty movement. -
Mixsoon Beauty Class – ILUM University Student Experience in Seoul
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In March 2025, I organized and hosted a beauty class for 40 students from ILUM University in Italy at our Mixsoon flagship store in Myeongdong, Seoul. The session was designed to provide an immersive experience into K-beauty culture, Mixsoon’s clean skincare philosophy, and real-world insights into brand operations.
The event began with a product education session focused on Mixsoon’s signature 3-Layering Essence Technique, using our hero products. Students had the opportunity to test…In March 2025, I organized and hosted a beauty class for 40 students from ILUM University in Italy at our Mixsoon flagship store in Myeongdong, Seoul. The session was designed to provide an immersive experience into K-beauty culture, Mixsoon’s clean skincare philosophy, and real-world insights into brand operations.
The event began with a product education session focused on Mixsoon’s signature 3-Layering Essence Technique, using our hero products. Students had the opportunity to test products, ask detailed questions, and understand the science behind our minimalist formulations.
Following the class, we opened the floor for a Q&A session where students engaged with our team on topics such as brand marketing strategy, operations, product development, and international distribution. To close the experience, we led a guided tour of the flagship store, highlighting our merchandising, customer experience design, and ingredient transparency wall.
This was a valuable opportunity to connect with the next generation of global beauty professionals and strengthen Mixsoon’s positioning as an educational and experience-driven skincare brand. -
Blithe at CosmoBeauty Seoul 2024 – Showcasing K-Beauty Innovation
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In May 2024, I represented Blithe at CosmoBeauty Seoul, one of Korea’s leading exhibitions for cosmetics and personal care. The event was a key opportunity to spotlight Blithe’s skincare innovations—including our cult-favorite Pressed Serums, Splash Masks, and our philosophy of “anti-polluaging” skincare—designed for life in modern urban environments.
Throughout the event, I engaged with buyers, estheticians, and skincare professionals from across Asia and beyond, offering insights into…In May 2024, I represented Blithe at CosmoBeauty Seoul, one of Korea’s leading exhibitions for cosmetics and personal care. The event was a key opportunity to spotlight Blithe’s skincare innovations—including our cult-favorite Pressed Serums, Splash Masks, and our philosophy of “anti-polluaging” skincare—designed for life in modern urban environments.
Throughout the event, I engaged with buyers, estheticians, and skincare professionals from across Asia and beyond, offering insights into Blithe’s ingredient technologies and product application techniques. CosmoBeauty also provided a valuable platform to explore emerging trends and expand our professional network within the K-beauty space. -
ECRM Lisbon – Expanding Korean Skincare into Europe
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In February 2025, I participated in the ECRM Lisbon event to represent mixsoon and TTVV (Korean skincare brands) to leading European buyers and distributors. My role focused on introducing clean beauty innovations and communicating each brand’s unique value through tailored B2B presentations and product education.
I prepared the pitch decks, and samples to align with market expectations and showcase each brand’s potential for international expansion. At the event, I led back-to-back…In February 2025, I participated in the ECRM Lisbon event to represent mixsoon and TTVV (Korean skincare brands) to leading European buyers and distributors. My role focused on introducing clean beauty innovations and communicating each brand’s unique value through tailored B2B presentations and product education.
I prepared the pitch decks, and samples to align with market expectations and showcase each brand’s potential for international expansion. At the event, I led back-to-back meetings with retailers, presented brand narratives, and provided in-depth overviews of formulations, USPs, and target demographics.
This experience allowed me to build strong partnerships, gain real-time feedback from buyers across Europe, and refine brand strategies to better fit diverse regional preferences in skincare. -
Blithe at Beautyworld Middle East 2024 – Expanding K-Beauty in MENA
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In October 2024, I proudly represented Blithe at Beautyworld Middle East in Dubai, one of the region’s largest and most influential trade shows for beauty and wellness. The event was a key platform to introduce Blithe’s innovative, clean skincare line to distributors, retailers, and beauty professionals across the MENA region.
At the Blithe booth, we showcased our bestsellers - including the Pressed Serums, Splash Masks, and Vital Treatment lines - alongside our brand philosophy of…In October 2024, I proudly represented Blithe at Beautyworld Middle East in Dubai, one of the region’s largest and most influential trade shows for beauty and wellness. The event was a key platform to introduce Blithe’s innovative, clean skincare line to distributors, retailers, and beauty professionals across the MENA region.
At the Blithe booth, we showcased our bestsellers - including the Pressed Serums, Splash Masks, and Vital Treatment lines - alongside our brand philosophy of “anti-polluaging” and urban skincare solutions. I led product education sessions, conducted live demos, and held B2B meetings with prospective partners, sharing how Blithe’s unique fermentation-based formulations align with the growing demand for natural and effective skincare in the Middle East.
The experience strengthened Blithe’s presence in the region and opened doors to valuable partnerships in both retail and spa sectors. -
Blithe Product Training for C&F Store Managers – Indonesia
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In 2024, I led an in-depth product training session for C&F store managers in Indonesia, focusing on the Blithe skincare brand, which is featured across their retail locations. The training aimed to equip frontline retail staff with a deep understanding of Blithe’s unique brand philosophy, key product lines, and customer education strategies.
We covered Blithe’s “anti-polluaging” concept, ingredient stories, proper usage of Pressed Serums and Splash Masks, and selling points tailored to…In 2024, I led an in-depth product training session for C&F store managers in Indonesia, focusing on the Blithe skincare brand, which is featured across their retail locations. The training aimed to equip frontline retail staff with a deep understanding of Blithe’s unique brand philosophy, key product lines, and customer education strategies.
We covered Blithe’s “anti-polluaging” concept, ingredient stories, proper usage of Pressed Serums and Splash Masks, and selling points tailored to the Indonesian consumer market. The session also included Q&A discussions, competitive benchmarking, and tips on creating personalized skincare recommendations.
Empowering retail teams with brand knowledge is essential for long-term customer loyalty—and this training helped ensure consistent, confident messaging at the point of sale. -
Blithe at InterCHARM Korea – Elevating Skincare at Seoul’s Premier Beauty Expo
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In 2024, I represented Blithe at InterCHARM Korea, one of Seoul’s leading beauty exhibitions, where we connected with industry professionals, packaging partners, and potential global collaborators. Our booth showcased Blithe’s hero products—Pressed Serums, Splash Masks, and urban skincare solutions—highlighting our commitment to innovation, clean formulations, and sensorial textures.
This event was also a valuable opportunity to explore new partnerships in sustainable packaging and…In 2024, I represented Blithe at InterCHARM Korea, one of Seoul’s leading beauty exhibitions, where we connected with industry professionals, packaging partners, and potential global collaborators. Our booth showcased Blithe’s hero products—Pressed Serums, Splash Masks, and urban skincare solutions—highlighting our commitment to innovation, clean formulations, and sensorial textures.
This event was also a valuable opportunity to explore new partnerships in sustainable packaging and discuss regional market trends with suppliers and B2B buyers. From live product demos to ingredient storytelling, we brought Blithe’s “So Smart, So Delightful” identity to life for a local and international audience. -
Blithe x Rolls-Royce: Strive for Perfection 20th Anniversary Event
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In October 2023, I had the distinct honor of representing Blithe, a pioneering Korean skincare brand, at the Strive for Perfection event held at Grosvenor House in London. This prestigious gathering celebrated the 20th anniversary of Rolls-Royce’s Goodwood production plant and brought together over 1,000 distinguished guests from the luxury automotive and lifestyle sectors.
Our collaboration with Rolls-Royce for this event provided a unique platform to align Blithe’s innovative skincare…In October 2023, I had the distinct honor of representing Blithe, a pioneering Korean skincare brand, at the Strive for Perfection event held at Grosvenor House in London. This prestigious gathering celebrated the 20th anniversary of Rolls-Royce’s Goodwood production plant and brought together over 1,000 distinguished guests from the luxury automotive and lifestyle sectors.
Our collaboration with Rolls-Royce for this event provided a unique platform to align Blithe’s innovative skincare solutions with the epitome of automotive luxury. We curated an exclusive experience for attendees, showcasing Blithe’s signature products renowned for their fusion of traditional Korean ingredients and modern skincare technology.
Throughout the event, I engaged with industry leaders, media representatives, and luxury enthusiasts, highlighting the synergies between Blithe’s commitment to excellence and Rolls-Royce’s legacy of craftsmanship. This collaboration not only elevated Blithe’s brand presence within the luxury market but also fostered valuable connections for future endeavors. -
Sales PlayBook (Internal)
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Creating the product sales Playbook.
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Expansion to Mediterranean Region
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Customer onboarding success
Closed a +2,000,000 USD contract with a prominent business that had access to every nook and cranny of the Libyan Market
Initiated, Planned and Executed market specific media creation and marketing campaigns
Successful communication transfer between the brand and the contractee
Resolved major customer issues through active listening, conflict mitigation and cultural perceptiveness -
Iherb Onboarding
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Successfully closing Iherb's Onboarding
Generating more than 10,000,000 USD through one single account
Managed joint marketing projects
Developed a communication process to increase data transfer between Iherb and the brand
Successfully pitched +40 new items to the vendor and increased the brands' collection -
Costco Onboarding
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Closing deal with Costco USA
Expanding the deal onto Mexico and Canada
Generating +10,000,000 USD revenue
Managing a self-devised effective SCM process
Organizing the related marketing campaigns cross-functionally -
Customer Onboarding and Success Management Project (Yesstyle)
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External stakeholder communication management
Improved SCM process between the two companies
Increased joined marketing projects by 73%
Increased revenue through effective B2B promotion and marketing -
Business development & Customer Success Project (Iraq Region)
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Initiating and closing a franchisee contract with Iraq partner
Running a 300% customer growth success project
Supervised and organized the opening of brand road-shop stores in Baghdad and Erbil
Developing and expanding new revenue -
Online platform management (Amazon USA, Amazon Italy)
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Brand launch on Amazon USA and Italy
6 fold sales growth and 2 fold cost reduction
Initiated and managed off site warehousing for the project
Created +7 new items for the brand with Amazon sales as the main priority
One of the items hit a record high success and reached #1 on Amazon's Eye Masks (A record that it maintained for over a year)
수상 경력
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KOREAN GOVERNMENT SCHOLARSHIP FOR MASTERS STUDIES
NIIED
Full bright scholarship program for pursuing MA.
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KOREAN GOVERNMENT EXCHANGE SCHOLARSHIP PROGRAM
NIIED
Full bright scholarship program for international exchange experience.
시험 성적
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TOPIK
점수: 6
Korean Proficiency Test
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TOEFL
점수: 113
외국어
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Korean
최상급
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Italian
최상급
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English
원어민 수준
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Persian
원어민 수준
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Swedish
초급