MarqVision wraps up K-beauty US expansion seminar on building brand competitiveness and sustainable growth

• More than 90 attendees from beauty brands, manufacturers and e-commerce companies, including Amorepacific and Cosmax
• Speakers from across the industry, including MarqVision, Amazon, TikTok, Memebox and SKIN1004
• Case-driven insights on brand IP protection and localized marketing drew a strong response
• MarqVision plans to keep hosting seminars and networking programs focused on the beauty industry

AI company MarqVision (CEO Mark Lee) said it hosted its seminar “Successful US Expansion Strategies for K-Beauty Brands” on December 3 at Dreaum in Gangnam, Seoul, to a full house.

K-beauty brands are gaining popularity in the US, the world’s largest cosmetics market, which makes IP protection and consumer trust more important than ever. Registration for the event filled up and closed early, with sign-ups from large companies such as Amorepacific and Aekyung Industrial, fast-growing beauty brands such as Medi-Peel, hince and Round Lab, and manufacturers such as Cosmax and Cosmecca. More than 90 people attended, including representatives of major e-commerce companies such as AliExpress and Gmarket and of brands in fields ranging from beauty to health supplements.

The seminar opened with welcoming remarks from Jihyun Kim, MarqVision’s APAC marketing director. Experts then spoke on the topics Korean beauty brands must address to land smoothly in the US market, including local trends, brand IP protection, and content and advertising strategy.

First, Hwaeun Shin, customer success team lead at MarqVision, walked through the counterfeiting and IP infringement cases that occur frequently in the US and other global markets, and stressed the importance of securing IP rights early and monitoring continuously to prevent them. Shin also noted that companies that cannot handle this work in-house can turn to specialized services that help detect counterfeits and take enforcement action, and presented the strengths of MarqFolio, which offers a wide range of solutions for trademark and copyright filing and for securing brand rights.

Next, Mikyung Jeon, lead of Amazon’s US new seller business team, shared insights into US consumer preferences drawn from Amazon’s own data and explained successful beauty branding cases and strategies in detail. Yujin Ahn, client partner at TikTok, used viral content that took off in the US to show where K-beauty content should head, giving attendees hands-on insights into branding, marketing and running ads.

Hyungseok Ha, CEO of Memebox, and Minju Kim, brand communication leader at SKIN1004, drew an enthusiastic response by candidly sharing what allowed their brands, both well known in the US, to enter the market successfully.

“Most of the talks, including those on brand protection strategy, were built on real cases and experience, so I came away with well-rounded insights that are genuinely useful for running a brand,” said a beauty brand representative who attended. “We were especially worried about counterfeits and unauthorized sales, and after this seminar we plan to pursue a more proactive brand protection strategy as we explore entering the US.”

“I hope this seminar helps Korean beauty brands that want to enter the US build local brand competitiveness and grow sustainably in a fast-changing global market,” said MarqVision CEO Mark Lee. “Drawing on the technology and expertise we have built running our brand protection solutions, MarqVision will continue to plan and host useful seminars and networking programs for people in the beauty industry.”

In October, MarqVision launched Marq AI, which combines its existing counterfeit removal and illegal content blocking solutions and uses generative AI to detect counterfeits, unauthorized sales and illegal content and take enforcement action.