American women have definitively embraced Korean beauty products, and several U.S.-based e-tailers have launched in the last couple of years to meet growing demand. Up to this point, however, it’s been the rather insane — yet totally awesome — multi-step skin care regimen that’s captured the most interest. A young but rapidly expanding beauty retailer is now betting that it can make Korean color cosmetics just as successful here.
While the skincare products coming out of South Korea are generally high-tech, serious and sleek, with a focus on science and innovation, the color lines skew to the exceptionally cutesy. It’s an interesting juxtaposition, and one that new Korean start-up Memebox is capitalizing on.