Korean beauty startup B2LiNK aims to be an exclusive platform to revolutionize the circulation and trading industry. The startup is pioneering a new way to trade and looks to be an efficient and innovative IT platform for international business. They aim to create a platform leader for companies to track and check their others online easily. In addition, they will look to grow their network for brands to connect with the right distribution partners worldwide. International IT-based trades are simplified for worldwide beauty brands because they can transform unproductive offline issues such as overflows of delivering email messages, phone calls, and personal meetings onto the platform. This will lessen the burden of handling many of their international trades.

Leading Global Provider of K-Beauty Brands

B2LiNK has been one of the more successful beauty startups in Korea. They have raised an additional $25 million in funding and are now a global player in the K-beauty market. They are based in South Korea, so they can identify the top K-beauty brands with innovative products. Last year, they acquired Picky, a digital skincare community app. Picky can now leverage B2LiNK’s access to established distribution channels to meet the demand for K-Beauty products.

B2LiNK’s 4 key features

  1.  A real-time data platform that allows users to check and follow their order status at any time.
  2.  Access to their 300 global beauty brand partners and 60+ online/offline distribution channels in China, Southeast Asia, and the US.
  3. Supplies Korean cosmetics to 700 retailers around the world.
  4. Their massive experience marketing global beauty products in China and the United States.

B2LiNK has since focused on expanding into the US, South America, and European markets. Some investors include Kolmar Korea, POSCO Capital, and Angel Ventures. Their sales reached over $200 million in 2022. Before securing their new round of funding, B2LiNK secured investments from DSC Investment, KTB Network, and China-based DT Capital Partners. B2LiNK has been able to capitalize on the high demand for K-beauty products worldwide. Then they secured around $25 million in series C funding.

They have already set up US, China, and Taiwan offices. Some notable clients include major retailers in several countries: Tmall, JD.com, Jumei.com in China, Costco in the US and Mexico, and Amazon US.

B2LiNK Founders

Digital Distribution Platform – Umma

Umma is an information and ordering platform developed to allow overseas buyers and retailers to easily and quickly access details on South Korean cosmetics. They are a wholesale cosmetics distributor providing some of the best K-Beauty products. Their global beauty eCommerce platform is easy to use and hassle-free. It offers a seamless shopping experience, and users can search for everyday competitive wholesale pricing, order, purchase, and track shipping conveniently in one place.

Why Korean Beauty Startups Need B2LiNK

Korean beauty startups that want to compete against the big names should work with B2LiNK to form the right marketing strategy and business model. Those interested in expanding outside Korea and into the US, China, or Southeast Asia should look into working with B2LiNK. Not only can B2LiNK provide a sales platform, but it also helps with consulting for the global market. Therefore, their platform will make it easy to manage prices, follow order statuses, and monitor competitors’ performance. However, their key strengths will be helping Korean cosmetics/skincare brands enter the US and China markets. These are brands that would like to target the broader global market but don’t have the global network to do so. Since many Beauty startups in Korea are on a tight budget and can’t afford to hire a global marketing division, B2LiNK is the perfect option.

Taking K-Beauty Global

In 2023 and beyond, the company will continue to look to expand globally. Not only will they focus on the US market but the South American market as well. K-Beauty is a very hot industry in Southeast Asia. Therefore, many beauty brands in Korea are looking to first enter the Southeast Asian market before entering China. They will look to tap into the 7th largest beauty market through their investments from South American VC firms. B2LiNK’s ultimate goal is to create a truly global commerce platform where information can be shared transparently. Their goal is to become a one-stop platform that connects beauty brands from all around the world.

Because of the rise of K-Beauty, many are looking into new and innovative independent K-Beauty brands. Many of these independent brands offer the same quality as the bigger brands. B2LiNK has been helping these smaller Korean Beauty startups with the right retail platform and marketing strategy for the global market. Consider them the bridge for Korean skincare and makeup startups in Korea. They help them expand globally by offering advanced technology and customized consulting services. In addition, they have found success in helping these Korean Beauty startups access distribution channels in China. With the trade war between China and the US continuing, there is also a huge market for Korean companies to enter the Chinese market.

Over 300 Korean Brands partnered with B2LiNK

B2LiNK has partnered with over 300 Korean cosmetics brands and distributed its products to over 80 U.S., China, Europe, and Southeast Asia retailers. If you look at the team behind B2LiNK they are filled with employees from different cultures and backgrounds. This year, they made news for hiring the former executive of Glossy, a U.S.-based beauty website. The goal for the rest of 2023 is to make a global eCommerce platform where information can be shared transparently.


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