Korean beauty brands partner with YesStyle.com to penetrate new Western markets

The online K-beauty destination is Cosmetic Retailer of the Year - Hong Kong.

Novel products, exotic ingredients, and affordable prices have catapulted Korean beauty products (K-beauty) to global fame, alongside the rise of Korean pop culture. YesStyle.com, a pioneer platform in bridging Asia to the world, has been at the forefront of this growth for 15 years.

In 2019, YesStyle.com was in 6th place, 3rd place, 1st place and 1st place respectively in the US, the UK, Canada, Australia on the Global Marketing Ranking Online Cross-border Korean Beauty Care Retailers based on retail sales revenue. Within two years, YesStyle.com’s net revenue from K-beauty has grown by 137%.

Fast forward to the new normal, YesStyle.com sustained its strong following and carried over 30,000 K-beauty products in 2020. The platform is also the authorized retailer of over 300 popular brands, including CLIO, Holika Holika, COSRX, Pyunkang Yul and iUNIK. 

YesStyle.com prides itself in one salient and highly effective effort at promoting K-beauty to Western consumers. In 2018, the platform launched the world’s first multi-brand beauty advent calendar dedicated entirely to K-beauty. Western retailers had been enjoying incredible hype from such calendars, and YesStyle.com saw that there was no counterpart for K-beauty.

“We seized the opportunity to cater to K-beauty enthusiasts in the West with a product they would be familiar with and excited about. The initial release was so well received that it sold out within minutes – a trend that has repeated every year since,” said Joshua Lau, founder and CEO.

The platform’s brand partners, especially new ones trying to break into the Western market, are highly supportive of YesStyle.com’s advent calendar as an effective method to introduce their brand and gain traction in new markets.

KOL and influencer marketing have also helped YesStyle.com reach over 268,000,000 consumers not only in the West, but globally. The proprietary YesStyle Influencer Program has resulted in over 10% of total sales coming from customers and orders referred by influencers. Between 2018 and 2020, views of the K-beauty KOL YouTube videos increased by 123% to over 77,000,000.

YesStyle.com considers three key factors in its growth as a cosmetics retailer: 1) a wide selection of quality products, 2) effective marketing efforts, and 3) dedication to helping brand partners reach new consumers overseas.

All of these factors and many innovative solutions led to YesStyle.com’s receipt of the Cosmetics Retailer of the Year - Hong Kong award at the Retail Asia Awards 2021.

Executives at Pyunkang Yul, an emerging K-beauty brand, appreciate YesStyle’s partner engagement and the various customized marketing programs launched exclusively for the brand.

“We had a good opportunity to increase 'Pyunkang Yul' brand awareness throughout the world. We are looking forward to attending YesStyle's upcoming marketing programs to encourage more customers to recognize our brand,” they said.

Watch the interview below to know more about their winning project: