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January 29, 2025
Private equity fund manager KL & Partners signed a contract to acquire a 51.87% stake in Manyo Factory for 190 billion won in January 2025.
The brand has seen explosive growth in the United States through Amazon, Costco and Ulta, contributing to a massive increase in overseas sales.
Why this matters: Korean beauty is increasingly becoming a global acquisition target as international companies race to tap into Korea’s manufacturing, formulation and trend ecosystem.

L’Oréal Group announced its acquisition of Korean beauty brand Dr. G at the end of 2024.
This follows the company’s earlier acquisition of K-Beauty makeup brand 3CE, highlighting the increasing importance of Korean brands within the global beauty market.
Korean beauty exports officially surpassed the USD $10 billion mark for the first time at the end of 2024.
The largest export destinations were China, the United States and Japan, with skincare, cleansing and makeup products driving the majority of growth.

This week’s listener question came from one of our Instagram followers, who asked for recommendations for Korean beauty products that don’t contain hyaluronic acid.
Please note that this information was accurate to the best of our knowledge as of January 2025. Korean beauty products are frequently reformulated, so always check the latest ingredients list before purchasing if you are specifically trying to avoid HA.
Important: Hyaluronic acid appears under multiple ingredient names, including sodium hyaluronate and hydrolyzed hyaluronic acid, so make sure you check carefully.
Atobarrier 365 Hydro Essence uses glycerin and squalane instead of HA to hydrate the skin.
Round Lab Dokdo Toner is another option without hyaluronic acid, although Lauren shares her honest thoughts about the formula in the episode.

iUnik Beta Glucan Power Moisture Serum is another hydrating alternative, although those with rosacea may want to patch test carefully.
Mixsoon Bean Essence uses glycerin as a base and has a texture similar to snail mucin without using snail secretion filtrate.
Picasso is a Korean makeup brush brand with more than 30 years of history.
The brushes were inspired by traditional Korean calligraphy brushes and are handcrafted to create ultra-soft, easy-to-use makeup tools loved by professional makeup artists in Korea.
They aren’t cheap by Korean standards, but they’re comparable to premium Western makeup brushes sold in Sephora.
This trending Netflix K-drama follows politician Baek Sa Eon and his selectively mute wife Hong Hee Joo, whose arranged marriage takes a dark turn after a masked man threatens her life.
The show started incredibly strongly and gained a lot of international attention thanks to its suspenseful plot and strong performances.
K-Beauty Consultancy
Behind every viral Korean skincare product is an enormous ecosystem of manufacturers, ingredient suppliers, formulators and packaging companies.
At STYLE STORY, we help brands navigate the Korean beauty industry directly from Seoul. From skincare and supplements to wellness products and cosmetic manufacturing, we help connect brands with Korea’s beauty ecosystem.
Whether you’re building your first product or scaling an existing business, we can help you manufacture directly in Korea.
Explore Our Consultancy ServicesAll products recommended on The Korean Beauty Show podcast are selected by us. Some of our show notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast.
"The big news to come out of the end of 2024 was that Korean Beauty exports finally surpassed the $10 billion USD mark for the first time."
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