As South Korean cosmetics expand into the North American market, efforts to engage local creators for consumer outreach are intensifying.
Different Millions, a beauty creator IP solution company, announced on August 18 that it is supporting the entry of domestic K-Beauty brands into the North American market through a network of over 1,200 global creators.
The company focuses on connecting brands with creators who are familiar with local language, culture, and content consumption habits, aiming to enhance product awareness and purchasing opportunities. This strategy seeks to lower cultural barriers that domestic brands may face when entering the local market through creator-generated content.
The growth of K-Beauty in North America is evident. According to the Ministry of Food and Drug Safety, South Korea's cosmetics exports are projected to reach a record $11.43 billion in 2025, a 12.3% increase from the previous year. Notably, exports to the United States are expected to rise by 15.1% to $2.19 billion, making it the largest export market for South Korean cosmetics, surpassing China for the first time.
In line with this market trend, Different Millions participated in VidCon 2026, securing a collaborative network of over 1,200 global creators, with more than 21,000 visitors attending their booth during the event. They curated and introduced around 30 K-Beauty brands to local creators and consumers.
With an existing network of approximately 950 creators in South Korea, Different Millions can connect over 2,000 domestic and international creators. They plan to support brands through content creation, large-scale seeding, online and offline campaigns, and product development tailored to each brand's entry stage and target market.
Specifically, they will offer content collaboration across platforms like TikTok, Instagram, and YouTube, mass viral seeding using multiple creators on TikTok, and integrated online and offline campaigns linked to local events and digital channels. They will also assist in developing collaborative products that combine creator influence with brand identity.
Different Millions aims to expand its business by not only recruiting creators but also by connecting brands with local awareness and product experiences. CEO Lee Heon-joo stated, "The biggest challenge in entering the North American market is connecting with creators who can convey the brand in the local language. We will support K-Beauty brands in establishing a stable presence in the North American market based on our global creator network and proven campaign execution capabilities."
* This article has been translated by AI.
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