K-STYLE HUB, which runs a K-beauty platform centered on Indonesia, is rapidly raising its profile locally. It handles the entire process from exporting and regulatory approvals to distribution and marketing for domestic cosmetics brands, helping Korean cosmetics expand overseas.
At the center is CEO Park Yoon-jeong. Park first set foot in Indonesia as a college student through an overseas internship program. After graduating, Park worked in a range of roles, including strategic planning and sales marketing, at a manufacturing company, a construction firm, and a logistics company. Living in Indonesia for about 15 years, Park observed the local culture, atmosphere, and various industries. Park then founded K-STYLE HUB in 2020.
"In Indonesia, Korean cosmetics have formed a positive image through content, drama, and music. When we first started the business, there was nowhere to buy Korean products, but now local consumers want to experience and purchase them directly. Middle-class women in their 20s to 40s are particularly interested."
Park is developing a distribution brand called "UNNIS PICK" and an application business called "UNNIS" in the local market. The first flagship store also opened in Jakarta in Nov. last year. An average of 50 to 60 people visit per day, and the revisit rate is rising. Ninety brands, including Dongkook Pharmaceutical, are looking for new opportunities in Indonesia through K-STYLE HUB.
"Sales rose from 800 million won the year before last to 1.1 billion won last year, and this year we recorded more than 2 billion won in the first half alone. Because Indonesia is a volcanic archipelago, water quality is poor and many people have acne-prone skin. Domestic products such as acne patches are effective, so they are popular locally. We plan to open the second and third flagship stores this year. We have also created spaces where influencers can visit and shoot videos, which is spreading by word of mouth."
Small domestic cosmetics companies are also expanding their potential for overseas expansion thanks to K-STYLE HUB. Even without export experience, they can worry less about local distribution and marketing. With the goal of building a "platform," Park formed client relationships with even small brands. Eleven employees in Korea are doing the work of dozens, driving the company forward.
"The Indonesian cosmetics market is about 12 trillion won. The market is large, and it is growing 6% to 7% every year. It has not even fully ripened yet. Local Indonesian cosmetics account for about a 60% share, but Korean cosmetics are just beginning. In the past in Korea, if you knew a bit about cosmetics and had some means, you used Japanese or French products. We expect domestic products to take root locally as the 'standard in cosmetics.'"
Park emphasized that for domestic cosmetics to expand their influence in Indonesia, each brand's supporting fire is also necessary. In Indonesia, short-form content such as "Shorts" or "Reels" shakes consumers' hearts. For this reason, Park believes that if each brand produces its own content that can be used locally, it will help with distribution and sales.
"K-STYLE HUB is growing by supporting clients to conduct business smoothly in the Southeast Asian market. We established a Singapore subsidiary in Feb. this year and formed a partnership with a subsidiary in Thailand. This service is not a special idea, but we are collaborating with people optimized for the local market like us. As overseas interest in Korean cosmetics grows, we will not just take a spoonful but become a leading corporations."