Photo: K-Beauty Pop-Up Event at Joanne Cosmetics, Fort Lee, NJ, USA
In December 2024, Scrambler, a K-Beauty brand platform committed to driving the global expansion of Korean beauty brands, successfully hosted a vibrant pop-up event in Fort Lee, New Jersey. The event spotlighted the allure of K-Beauty, featuring over 20 renowned brands, including Ovang, TTTH, Hotel Dawson, Anro, Veramore, Rothea, Always Be Pure, ApomeDerm, Be-Hope, Ongredients, Beautymon, C.C, Cosnori, and Skybottle.
Local attendees had an exclusive opportunity to discover and experience a wide array of high-quality and innovative products that have propelled Korean beauty to global acclaim. More than just a promotional showcase, the pop-up provided a platform for SME K-Beauty brands to engage directly with US consumers and gather invaluable on-site feedback, helping to refine their strategies for the competitive global market.
Ovang Secures U.S. Dermatology Chain Partnership
Scrambler’s in-house brand, Ovang, captured attention with its flagship product, the Bakuchiol Cactus Skin Repair Cream. Praised for its soothing and rejuvenating effects on sensitive skin, the product achieved a major milestone by securing a supply deal with the prominent U.S. dermatology chain, the Beverly Hills Rejuvenation Center.
Partner companies Joanne Cosmetics (New Jersey, USA) and Haebom – Bomnal (Myeongdong, Korea) remarked, “Purchase conversion rates surpassed 50% among customers who tried the products,” emphasizing the exceptional quality and competitiveness of K-Beauty products in the global market.
Overcoming Challenges in the Competitive K-Beauty Market Through Collaboration
Source : Korea Ministry of Food and Drug Safety
As of 2023, the number of cosmetic distributors in Korea reached 31,524, marking a 12.5% year-on-year increase and reflecting the intense competition in the domestic market. Amid this challenging environment, entering global markets has emerged as both an opportunity and a key challenge for K-Beauty brands.
Scrambler CEO Sojung Julia Lee explained, “Launching independently in the global market requires at least $10,000–30,000, which poses a significant financial burden for brands. However, by collaborating, brands can reduce costs while maximizing customer experiences.” This philosophy underpins Scrambler’s co-hosted pop-ups and beauty expos, which reduce participation fees to one-tenth of traditional costs. Scrambler also provides customer feedback and insights, enabling brands to strategically position themselves in global markets.
Scrambler made a smart change by letting first-time participants join through product sponsorship instead of paying for fees. This made it much easier for smaller indie brands to take part and compete in the tough K-Beauty market. Many see this as a breakthrough idea that helps these brands succeed.
Vision for Sustainable Global Growth of K-Beauty
The December event was organized in partnership with pop-up expert MiniPopz, North American distribution specialist Beauteers, and New Jersey retail store Joanne Cosmetics. Following the success of this event, Scrambler and Joanne Cosmetics agreed to continue the popup events, resulting in significantly increased sales.
Building on this success, Scrambler is planning continuous offline events, including ‘New Year New Skin’ in January 2025 and ‘Be My Valentine’ in February 2025. These initiatives aim to strengthen the presence of K-Beauty brands in the U.S. market and establish a robust foundation for ongoing global growth.
K-Beauty: A Cultural Bridge to the World
K-Beauty goes beyond cosmetics, serving as a vital cultural ambassador that introduces the beauty and values of Korea to the global stage. The New Jersey pop-up stands as a meaningful starting point, highlighting the potential of K-Beauty and raising expectations for the new success stories it will create on the world stage in the future.
Company Name: Scrambler Inc
Contact Person: Julia Sojung Lee
Phone : +82-10-9002-7056, +1-201-925-5794
Website : ovang.co
Email : scrambler.inc@gmail.com, julia@ovang.co
