K-Pop idols might be driving the trend, but Craver is the secret weapon behind the global success of Korean beauty brands. Discover how this innovative B2B platform connects Korean beauty with international buyers, making it easier than ever to get your hands on the latest trends. From affordable prices to lightning-fast shipping, learn how Craver is revolutionizing the K-Beauty industry.
Korean beauty trends, fueled by the popularity of K-pop idols like IVE’s Jang Won-young and Blackpink, are causing a surge in demand for Korean cosmetics internationally. This trend is reflected in export figures, with Korean cosmetics sales to the US alone reaching $100.87 million last October, a significant year-over-year increase.
However, there’s more to the story than just celebrity influence. Local Korean consumers are surprised to see lesser-known Korean brands like Beauty of Joseon and Skin1004 become bestsellers overseas. The answer lies in companies like Craver, a beauty product and consumer goods aggregator targeting international audiences.
Craver: The Middleman of K-Beauty
Craver operates UMMA, a B2B e-commerce platform connecting Korean beauty brands with international buyers. These buyers include retailers and even social media influencers who facilitate group purchases for their followers. UMMA offers a vast selection of over 13,000 products from 140 brands, making Korean beauty easily accessible worldwide (e.g., United States, China, Colombia, Luxembourg, Ghana, Maldives).
UMMA functions like an online catalog with over 13,000 products and caters to buyers from a staggering 190 regions. Unlike retailers like Olive Young or Sephora, UMMA operates on a wholesale model, with prices undisclosed to the general public.
Unlike traditional wholesale models, UMMA caters to a wider range of buyers, including social media influencers who can organize group purchases for their followers at more affordable prices. Furthermore, UMMA shatters the stereotype of slow international shipping by guaranteeing product dispatch within 48 hours of purchase.
Beyond Celebrity Influence: Quality and Affordability
While K-pop trends play a role, Craver’s co-founder Park Hyun-seok emphasizes quality and affordability as key factors in Korean beauty’s global success. Park highlights the importance of texture in Korean beauty products, which are known for being easy to apply and absorb. This focus on texture is particularly evident in the popularity of Korean skincare products like sunscreens, ampoules, and facial creams.
However, Park acknowledges room for improvement in Korean color cosmetics, particularly regarding inclusivity of diverse skin tones. He believes a wider range of shades is necessary for Korean makeup to achieve true global success.
The Rise of Indie Brands and the Future of K-Beauty
The Korean beauty industry has undergone a significant shift, moving from conglomerate dominance in the 2000s to the rise of road shops in the 2010s and, currently, the flourishing of indie online brands like Craver’s Skin1004. This shift reflects the increased accessibility of resources for smaller businesses in the beauty industry.
Craver’s ultimate goal is to become the “beauty industry’s HYBE,” aiming to transcend the “K” in K-beauty and integrate seamlessly into the global beauty landscape. The company plans to launch a B2C version of UMMA targeting international audiences in the near future, furthering their mission to make Korean beauty a global phenomenon.
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