MOST Plans to Establish 'MOST USA' to Propel K-Beauty into the U.S. Market
Creatrip Team
a year ago
Korean cosmetics distribution company MOST is preparing to establish a local subsidiary, 'MOST USA,' in the United States in June. A large pop-up event in Los Angeles (LA) will introduce the new entity and aim to strengthen the presence of K-beauty, especially color cosmetics, which are less popular compared to skincare products. The CEO of MOST, Jung Dayeon, plans to rebrand the company as 'Muskat' to appeal to U.S. markets and draw interest from major beauty buyers such as Sephora and Ulta. The move is backed by a pop-up event involving 10 brands and will focus heavily on promoting K-beauty color products.
