"We need to redesign products to better match the skin characteristics of American consumers while preserving the strengths of K-beauty. Simply importing products made in Korea is no longer enough to satisfy every skin type."

Park Cheol-gyun, CEO of wolGlow, shared this perspective in an interview with Money Today Network (MTN), emphasizing that localization is essential for K-beauty brands seeking long-term success in the U.S. market.

According to Park, K-beauty can expand beyond its current customer base only by developing products that address differences in skin sensitivity, absorption, hydration, and overall skincare needs across various skin tones and ethnic backgrounds.

wolGlow is a skincare brand developed primarily for consumers with melanin-rich skin, particularly Black consumers. The products are manufactured in Korea through a contract manufacturer using premium Korean cosmetic ingredients.

"There are still many consumers in the United States who have never experienced K-beauty or know very little about it," Park said. "If more products are developed to accommodate the unique skin characteristics of different ethnic groups, the market potential for K-beauty could become significantly larger than it is today."

He added, "As more Korean beauty brands enter the U.S. market, simply being 'Made in Korea' is no longer enough to stand out. Brands must demonstrate that their products are designed with local consumers in mind."

Park has worked in the beauty industry serving Black American consumers for nearly 30 years through his wig business.

"During those years, I learned that skincare and haircare needs vary greatly depending on ethnicity and individual characteristics," he explained. "That experience became the foundation for launching wolGlow."

While wolGlow embraces K-beauty's signature multi-step skincare philosophy, the brand allows consumers to customize their routines according to their individual skin conditions and lifestyles.

Its core regimen consists of four steps—cleanser, toner, serum, and moisturizer—but users can easily simplify the routine to two or three steps depending on their personal skincare needs.

"The goal isn't for everyone to follow the exact same routine," Park said. "What's important is helping each person discover the combination that works best for their own skin."

"We use the K-beauty routine as a foundation while allowing flexibility based on individual differences. We also carefully considered absorption, texture, and irritation potential so that even people with sensitive skin can use our products comfortably."

Product Development with Community Input

Product development also involved Nihemi Pierre, a Black model, content creator, and brand partner for wolGlow.

Drawing from her own experience as a longtime K-beauty user, Pierre contributed feedback regarding hydration, skin barrier protection, and the limitations she observed in existing K-beauty products and marketing.

"I've always loved K-beauty and trusted its quality," Pierre said. "But I often felt there weren't enough products specifically designed with skin like mine in mind."

"My goal was to help create skincare that works for people across a wide range of skin tones—including Black, Asian, Middle Eastern, and mixed-race consumers."

She added, "wolGlow aims to serve as a bridge between the Black community and K-beauty. It's important to preserve everything people love about K-beauty while making Black consumers feel that these products were created specifically for their skin."

Clinical Testing and Market Expansion

All four wolGlow products underwent clinical testing in South Korea.

Several products have received vegan certification and cruelty-free certification, verifying that they were not tested on animals.

Since launch, every verified customer review has received a five-star rating, while the brand's TikTok account surpassed 10,000 followers within one month.

The company also reports a growing repeat purchase rate among its early customers.

Currently, wolGlow sells primarily through its official online store and TikTok Shop, while gradually expanding into Instagram Shop, Amazon, beauty supply stores, and major offline retail channels.

Looking ahead, Park said the company's mission is clear.

"K-beauty's strengths can become even more competitive in the U.S. market when products reflect the unique skin characteristics and user experiences of diverse consumers," he said. "Our goal is to continue developing skincare products specifically designed for local consumers."

By Hyunseok Yeom
Money Today Network (MTN), New York