STYLE STORY · Korean Beauty Industry Consultancy
On the ground in Seoul since 2011, growing Korean beauty brands and retailers since 2014.
Today, STYLE STORY operates primarily as a Korean beauty industry consultancy. We advise brands, retailers, industry professionals and investors on everything from manufacturing, product development and market entry to trend and data analysis, using experience earned working and growing inside one of the most competitive beauty markets in the world.
What We Do
STYLE STORY works with global retailers, founders and investors who need clear, practical guidance on the Korean beauty industry from trusted industry leaders. Our work sits at the intersection of strategy, compliance, manufacturing and brand building, backed by lived experience in both Korea and key export markets like Australia (the second highest per capita spenders on Korean beauty in the world outside Korea), the US and the Middle East.
Manufacturing and Product Development
- Lab selection, white label, OEM or ODM matchmaking in Korea
- Formula briefing, benchmarking and iteration with real world constraints
- Packaging
- Strategy designed for multi region compliance
Market Entry and Distribution
- Go to market guidance for Australia, the US, GCC and other key regions
- Retailer expectations, pricing architecture and margin planning
- Support for wholesale, distributor onboarding and retail readiness
Strategic Advisory and Education
- Category, trend and ingredient insight from inside Korea
- Retail training, founder coaching and industry presentations
- Advice that reflects what works commercially, not only in theory
From Early Adopter to Industry Partner
STYLE STORY was founded by Lauren Lee , a lawyer registered in Korea & Australia who moved to Seoul and built one of the earliest dedicated Korean beauty platforms outside Korea.
Negotiating with labs, building a retail assortment, navigating regulations, launching a brand and supplying major retailers are all part of our own story. That experience now underpins the consultancy work we offer.
Lauren is also the host of The Korean Beauty Show Podcast , where she shares behind the scenes insight from the Korean beauty industry with a global audience in over 142 countries.
A Track Record in Korean Beauty
We have grown with the category, from the first wave of BB creams and sleeping masks to the global juggernaut that is K-Beauty in 2026.
- 2011: First moved to Seoul
- 2014: Launched Australia’s first dedicated Korean beauty e-commerce platform, STYLE STORY.
- 2016: Relocated fully to Seoul to work directly with leading labs and manufacturers.
- 2018: Formalised our global Korean beauty consultancy .
- 2020: Created our own brand, Jelly Ko , and launched The Korean Beauty Show podcast.
- 2022: Appointed official Korean beauty supplier to Woolworths in Australia.
- 2023 to now: Focused on scaling Jelly Ko globally while advising other brands and retailers on how to do the same.
Our journey from retailer to brand and supplier keeps our advice grounded in real numbers, timelines and expectations.
Recognised by Industry and Media
STYLE STORY and our founder have been featured in leading outlets and platforms that cover beauty, business and consumer trends for over a decade.
Highlights include Cosmopolitan, Elle, ABC News, 7 News, the You Beauty podcast, Women’s Health, Prevention, The Sydney Morning Herald, Daily Mail, Virgin Australia’s Voyeur Magazine, Jing Daily, The Urban List and others.
Stay Connected with STYLE STORY
For ongoing insight into Korean beauty, product development and global market trends:
- Listen to The Korean Beauty Show Podcast for weekly deep dives into ingredients, trends and the business of Korean beauty.
- Follow Lauren on Instagram, TikTok, YouTube and Threads for real time commentary from Seoul.
- For consumer facing product discovery and shopping, visit Jelly Ko , where we apply the strategy we use with clients to our own brand.