“K-Beauty Made Specifically for Black Consumers Targets the U.S. Market” - Influencers Applaud wolGlow
Nutique Applies Korean Skincare Methods, Launches Four Essential Skincare Products in Manhattan
Customized for Black, Latino, and Middle Eastern Skin
At 5 p.m. on the 7th (local time), an underground bar in Manhattan, New York, was filled with excitement. Despite it being a busy weekday evening, more than 100 Black influencers dressed in colorful outfits gathered around a display of skincare products, focusing their attention on a basic skincare set showcased inside the venue.
The products belonged to wolGlow, a K-beauty brand developed by the Korean-American company Nutique.
As a video recently filmed in Korea played on a large screen, some attendees cheered enthusiastically, while others gathered in small groups to test and discuss the features of the wolGlow products.
Nehemi Pierre, a brand partner of wolGlow and a prominent Black female influencer, said, “Although many skincare products are released globally, there has been a relative lack of systematic skincare solutions designed specifically for people with darker skin tones, such as Black consumers.” She added, “wolGlow reinterprets the innovation and excellence of K-beauty and Korea’s systematic skincare approach to better suit Black skin.”
The wolGlow products introduced at the launch event were specifically developed for people with melanin-rich skin, including Black, Latino, and Middle Eastern consumers.
The lineup includes four products:
- Cloud Clay Foaming Cleanser
- Niacinamide Bubble Glow Toner
- Glow Radiant Vegan PDRN Serum
- Vitamin C Hydrating Moisturizer
All products are manufactured in Korea and have undergone clinical testing for skin-soothing, radiance-enhancing, and cleansing effects.
Nutique emphasized that customer feedback played a central role throughout the development process. The company explained that it incorporated Korean skincare culture while directly communicating with diverse consumers, including Black and Latino communities.
The products launched at the event will primarily be sold through the company’s official website and social media platforms such as TikTok and Instagram. This was also why the event centered around influencers with hundreds of thousands — and in some cases millions — of social media followers.
Park Cheol-gyun, CEO of Nutique, said, “By working closely with the Black community and female influencers, we gained a deep understanding of how skincare products are used in everyday life. By combining those insights with Korea’s skincare expertise, we were able to create an entirely new concept of skincare products.”
