STYLE STORY is an Australian-founded consultancy with an experienced team working on the ground in Korea. We support clients internationally across beauty, health, wellness, retail, investment and professional education.

STYLE STORY was founded by Lauren Lee, a former corporate litigator and registered Foreign Legal Consultant in Korea.

Lauren has worked across Korea’s beauty industry since 2011, including as a distributor, retailer, manufacturer, exporter, industry advisor, brand founder, radio presenter and host of The Korean Beauty Show podcast.

Our wider Korea-based team supports clients across manufacturing, product development, supplier communication, research and project coordination.

No. STYLE STORY is a 100% independent consultancy. We do not receive kickbacks or incentives, nor are we employed to represent a particular manufacturer or steer a client towards a supplier.

Our advice and recommendations are based solely on the needs of your business, including your product, budget, quantities, intended markets and commercial goals.

We don’t advise from the sidelines. Our experience includes building and operating a global K-Beauty brand, working directly with Korean laboratories, suppliers and manufacturers, navigating international retail and regulatory requirements, and helping businesses avoid costly mistakes.

This means our advice reflects how the industry actually works; not simply how it appears from the outside.

No. We work with international founders, established brands, retailers, distributors, investors, media, clinics, beauty professionals and other organisations seeking to understand or engage with Korea’s beauty industry.

Our clients range from individuals requiring a single expert session to businesses needing ongoing strategic or operational support.

Yes.

Our Pick Our Brains Consultation cover everything K-Beauty trends and industry analysis to market direction, ingredients, retail, distribution, positioning, regulations, business strategy and other questions relating to the industry.

Yes.

We provide commercially focused insight into Korea’s beauty industry for brands, retailers, investors, media and other organisations.

Depending on the scope, this may include category analysis, consumer behaviour, product and ingredient trends, competitor positioning, retail developments and interpretation of changes taking place within the Korean market both domestically and abroad.

Yes.

We can assess an opportunity in the context of the market, category, target customer, competitive environment and practical business constraints.

Our role is not simply to confirm that an idea sounds exciting. We provide an independent view of the opportunity, the associated risks and the questions that should be answered before further investment.

Yes.

We work with investors, family offices and advisory firms seeking independent insight into Korean beauty brands, market dynamics, manufacturing, retail, distribution and emerging industry trends across health, beauty and wellness.

Engagements can range from a one-hour expert interview to a tailored research or advisory project. This can be done online or in person in Seoul.

Yes.

Written reports, market analysis, competitor reviews and presentations can all be prepared as separately scoped projects.

Pricing and timing will depend on the required depth, geographical coverage and research inputs.

No. In many cases, getting independent advice before approaching manufacturers can save considerable time, money and frustration.

You don’t need to have every detail finalised, but a clear, concise and commercially realistic brief can make manufacturers more likely to take your enquiry seriously and respond.

We can help you assess whether your plans are viable, strengthen your approach and identify what to prioritise before contacting potential manufacturing partners.

No. STYLE STORY is a 100% independent consultancy.

We act as your third party experts.

We do not represent a particular factory or direct every client to the same manufacturer.

Our recommendations are based on the needs of your business, including your product category, budget, quantities, intended markets and commercial goals.

Yes. Korean manufacturers are in hot demand and so they receive a high volume of enquiries.

They may not respond when a project is unclear, falls outside their capabilities or does not appear commercially viable.

Common issues include an incomplete product brief, unrealistic quantities or budget, contacting the wrong manufacturer or providing information that makes it clear you don't know what you're doing.

During a Manufacturing Consultation, we can review your approach, identify what may be limiting responses and help you present your project more effectively.

If you want STYLE STORY to approach and communicate with suitable manufacturers on your behalf we can also provide this service.

A Manufacturing Consultation may include supplier direction or a curated list of potentially suitable manufacturers, depending on your product and project requirements.

We will also help you understand how to approach manufacturers with the information they need to assess your enquiry.

However, the consultation does not include contacting manufacturers, following up on unanswered enquiries, arranging meetings or securing their acceptance of your project.

If you want STYLE STORY to identify, approach and communicate with suitable manufacturers on your behalf, you will require our Done-for-You OEM & ODM service or separately scoped project support.

Yes. We can independently review your current manufacturing approach, help you understand the information you have received and identify questions or issues requiring clarification.

We can also help if communication has stalled, responses have become inconsistent or you are unsure how to move the project forward.

If you need STYLE STORY to communicate, translate, follow up or manage the development process with the manufacturer on your behalf, this can be discussed as a separately scoped service.

No.

That is why we charge fees for our consultations.

Our role as your independent third party expert is to provide you with advice based on our experience and what is most suitable for your business.

A consultation is for businesses that want expert guidance but intend to manage the project themselves. We explain the process, assess your plans, answer your questions and provide practical next steps.

Our Done-for-You OEM & ODM service is for businesses that want STYLE STORY to manage the Korea side of product development. Depending on the project scope, this can include lab selection, briefing, sampling, supplier communication, packaging, design, container artwork and production coordination.

A consultation gives you the direction to proceed independently.

Done-for-You development gives you an experienced Korea-based team to help execute the project.

Please provide as much of the following information as possible:

• Your business, brand and website, if applicable
• The product or products you want to manufacture
• Your target customer
• Your intended sales markets
• Your preferred ingredients, format, texture or benchmark products
• Your approximate development and production budget
• Your desired order quantity
• Your target launch date
• Any manufacturer quotes, proposals or information already received
• The specific questions you want answered

You do not need to have everything finalised. The information simply helps us use your consultation time the most effectively and provide advice relevant to your project.

Yes. You can submit relevant quotes, proposals, product briefs or development plans before your consultation.

We can help you understand what has been offered, identify gaps or unclear terms and prepare questions to raise with the supplier.

We primarily work across skincare, body care, hair care, personal care, wellness and other cosmetic products.

If you are unsure whether your product is suitable, contact us with a short project summary and we would be happy to assist.

A custom product will commonly require at least 6–12 months from the initial brief to completed production.

Complex formulas, bespoke packaging, additional testing, regulatory requirements or multiple rounds of sampling can extend this timeline.

You will receive a Zoom link to our consultation session, and be invited to send through details of your questions and priorities.

During the session, we will focus on answering your questions about your project and priorities so that you come away with clear next steps on how to proceed.

Yes.

We are happy to review and sign a reasonable mutual non-disclosure agreement before receiving confidential or commercially sensitive information.

Yes.

Depending on your needs, ongoing support may include strategic advisory, supplier communication, translation, project coordination or fully managed product development.

After reviewing your requirements, we can recommend the appropriate service or provide a separately scoped proposal.

Yes. STYLE STORY has experience across retail, wholesale, distribution and brand building in international markets.

We can help you assess distribution models, retailer expectations, pricing, margins, channel strategy, market readiness and the commercial implications of different routes to market.

Yes.

STYLE STORY provides tailored education for retailers, brand teams, beauty professionals, clinics, doctors, aestheticians and industry organisations.

Among our network we have Korean skin clinics, doctors, device experts, aestheticians, nail artists and nano-blading experts who can facilitate in-person training sessions in Seoul.

Yes.

STYLE STORY founder Lauren Lee is available for conferences, panels, interviews, podcasts, media commentary and other industry engagements.

Lauren regularly speaks on K-Beauty, beauty business, manufacturing, retail, regulation and global market trends.

Please contact us with the proposed topic, format, audience, date and budget.

Yes.

Depending on availability and scope, we can provide half-day or full-day Korea-side support for business meetings, trade shows, supplier visits, market immersions and other industry activities.

We also offer Korean-English assistance for beauty-industry work, including meetings, trade shows etc.

Yes.

We can attend Korean trade shows on your behalf, including reporting and meeting support where required.