As the popularity of "K Beauty" grows worldwide, foreign cosmetics brands that use Hangeul and Korea..

As the popularity of 'K Beauty' grows worldwide, foreign cosmetics brands that use Hangeul and Korean culture as brand assets are emerging one after another. In the United States and Europe, cosmetics names include 'Seoul,' 'Mom,' and 'Love,' or create a brand called 'Pretty.' For example, the U.S. skincare brand 'Seoul Cereals' emphasizes its Korean image by using the Korean word 'Seoul' alongside English. The brand's official website highlights products as 'K Beauty,' using familiar ingredients like snail mucus and green tea. Recently, Olive Young, a Korean K-beauty representative, gained popularity in the U.S., leading to increased overseas cosmetics with Korean names like 'Seoul' and 'Mom.' In Europe, German brands like 'Yepoda' and 'Pretty' have expanded distribution networks, with 'Pretty' opening a permanent store in Seongsu-dong, Seoul. Meanwhile, a Finnish skincare brand named 'Hwarang' (from the Silla Dynasty) combines Korean herbal wisdom with modern skincare technology, selling products in European markets like Finland and Sweden. Industry analysts interpret this trend as proof of K-beauty’s growing influence, now extending beyond products to brand names and designs. However, concerns arise over consumer confusion between real Korean brands and those borrowing Korean elements. Industry officials stress the need for Korean brands to build unique product power and identity to differentiate themselves.