K-beauty won’t last without brand philosophy, varied distribution: Taga founder

Taga’s founder and CEO believes the global popularity of Korean cosmetic products isn’t sustainable, noting that most brands lack a clear philosophy to appeal to international consumers. In addition, Korea’s retail distribution channels are concentrated on just a few major platforms such as CJ Olive Young and Coupang, offering limited choices for both consumers and sellers. Seo Dong-hee completed Taga’s cosmetics lineup in November 2023 and launched sales last year. The Seoul-based company now ships to 19 countries, with a 20th on the way. Despite his short career, he has quickly developed a talent for appealing to international consumers, guided by a simple philosophy: Everything Taga makes must eventually return to the earth in a biodegradable state. For Seo, it is hard to find an active Korean beauty brand with a philosophy as clear and compelling as that of Taga’s. The 48-year-old CEO said most Korean brands remain caught in a marketing skirmish, relying on specific ingredients and promoting them as rejuvenating elixirs. While that strategy may succeed domestically, he waWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times