From Singer to a 200 Billion KRW Business: How Rom&nd Won Women's Hearts
Creatrip Team
2 months ago
Rom&nd, a Korean color cosmetics brand launched in 2016 by iFamilySC, has become a favorite among 10–20-something women in Korea and a global success, especially in Japan and the U.S. The brand’s sales helped iFamilySC grow from 85.3 billion KRW in 2022 to 204.8 billion KRW last year, with 68% of revenue from overseas. Rom&nd succeeded by prioritizing consumer feedback, building online communities like “cosmetic fans (코덕)”, targeting underserved cool-tone niches, and rapidly iterating product improvements. The company plans to expand into skincare (launching basic cosmetics in Q1 next year), scale U.S. operations (aiming to triple U.S. sales), open themed pop-up and flagship stores, and offer a B2B personal-color diagnosis service called “iColor” (퍼스널 컬러). Leadership hires in the U.S. and broader distribution in about 800 offline stores support its Western push. The founder, who earlier ran wedding and family-platform businesses, says Rom&nd’s growth stems from persistent consumer-centered product development and agile marketing.
