Increasing accessibility of trend-driven K-makeup
Developed by global K-beauty firm Memebox, colour cosmetics brand I’m Meme is best known for its trend-driven formulas and packaging designs that appeal to social media users.
The brand aims to transform complex beauty trends into easy, everyday products, such as swipe-on blush, finger-friendly eye colour, and portable lip stains, with each formula meant to deliver “high impact with minimal effort”.
Starting from February 56, I’m Meme is offering an assortment of its bestselling products to the US consumers via Target — in-store at 624 locations and online.
Comprising 17 SKUs spanning face, lips, and eyes categories, and priced between USD5 to USD18, the collection includes multifunctional, beginner-friendly formulas at accessible price points that were created with Gen Z and young Millennials in mind.
According to the brand, it has already established strong presence in major Asian markets including South Korea, Japan, and Taiwan. The Target launch underscores a significant leap in its global expansion, particularly in the US.
Inclusive, lip-focused expertise
Specialising in lip makeup, South Korea-based brand Laka recently debuted in the US via Sephora. Three of its core lip products — namely Fruity Glam Tint, Fruity Lip Glotioner, and Blonding Glow Lipstick — are now available on the retailer’s website and in 80 select stores across the country.
Laka’s products are said to have gained traction globally due to its inclusive shade development, which complements diverse skin tones, identities, and personal styles.
For this launch, the brand looks to introduce its modern K-beauty philosophy to US consumers who seek expressive colour cosmetics without conforming to rigid beauty standards.
“Our launch at Sephora marks an important milestone as we expand Laka’s inclusive beauty philosophy to the US. We’re excited to connect with consumers who view makeup as a form of self-expression rather than a set of rules,” said Jicheol Lee, CEO of Laka.
Introducing PDRN range in Ulta Beauty
Dermacosmetic brand Mediheal has broadened its US retail footprint with a rollout of its PDRN collection in more than 1,400 Ulta Beauty stores and online across the country.
This expansion follows its stellar performance in South Korea, where it has been ranked as the top skin care brand at Olive Young for two consecutive years.
Mediheal’s PDRN collection includes the PDRN Lifting Pad, PDRN Lifting Serum, and Rose PDRN Essential Sheet Mask, formulated with high-purity vegan PDRN derived from Damask rose.
Unlike traditional animal-derived PDRN, rose-based PDRN has a significantly smaller molecular structure, allowing for deeper and faster skin absorption.
The line, popular for its pore-tightening, lifting, and skin-renewing effects, has seen high demand since its debut in South Korea. Through the launch at Ulta Beauty, Mediheal seeks to accelerate its global expansion and solidify its position in next-generation skin care.
“US consumers are increasingly looking beyond brand names and gravitating toward high-performance skin care that delivers tangible results, particularly in strengthening the skin barrier and preventing signs of ageing.
“We are excited to make Mediheal’s pore and firming care, backed by our advanced dermatological technology, easily accessible at Ulta Beauty stores,” the brand said.
Combining product experience with brand messaging
K-beauty brand TIRTIR hosted an exclusive makeup event called the Masterclass on February 5 in New York City, which saw an attendance of 40 influencers and 20 editors from leading beauty and lifestyle media outlets.
The programme centred around the brand’s newly launched Mood Glider Lip & Blush Stick and its bestselling Mask Fit Red Cushion Foundation.
A highlight of the event was the live demonstration led by Michael Anthony, a celebrity makeup artist known for his work with Ariana Grande. Aligned with the Masterclass’s theme — intuitive and fast makeup solutions for today’s busy lifestyles — he presented a series of polished and versatile looks that highlighted the products’ ease of use and adaptability.
During the session, participants received detailed explanations of each product’s features, such as texture and pigmentation, along with practical makeup tips, extending beyond a traditional product showcase and giving attendees a first-hand introduction to TIRTIR’s evolving brand direction and global identity.
With this event, the brand aims to boost global visibility for the new product through on-site reviews and content generated by participating media and influencers.
“This New York Masterclass was a meaningful opportunity to directly communicate not only our product excellence but also the sensibility and message that define the TIRTIR brand to a global audience. Moving forward, we plan to continue creating diverse touchpoints that expand brand experiences across global markets.”
