1 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.

NOVEMBER25,2016

Too Cool for School Store Brings South Korean Beauty Stateside

1) SouthKoreanbeautybrandTooCoolforSchoolopeneditsfirstUSflagship,inNewYorkCity’sSoHoneighborhood,lastweek.Thebrand,whileofficiallybasedinNewYork,isformulatedinSouthKorea.

2) The Korean look is a simple, “no-makeup” look that promotes natural-looking,flushed cheeks and dewy fresh skin that are supported by intensive skincareroutines.

3) Internationalbrandshavecaughtontothe“Kbeauty”trend.LVMH,forexample,has formed a partnership with AmorePacific, Korea’s largest beauty player, tocreateKorean-inspiredcosmeticsfortheChristianDiorlabel.

KOREANBEAUTYTRENDSGOINGGLOBALLastweek,KoreanbeautybrandTooCoolforSchoolopeneditsfirstUSflagship,inNewYork City’s SoHo neighborhood. The brand is officially based in New York, but itsproducts are formulated in South Korea. Too Cool for School made its US debut inSephora stores across the country in 2015, after nearly six years of selling in SouthKorea.ThebrandwasmadepopularbybeautyvloggerssuchasMichellePhan,whohasnearly 9 million YouTube subscribers. Women’s lifestyle website Refinery29 said TooCoolforSchoolis“thebeautybrandeverycoolgirlwantsnow.”

2 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.

NOVEMBER25,2016

The influenceofKoreanbeautytrendsontheglobalbeautymarket isundeniable,andtheclassicK-beautylookrepresentsanalternativetotheheavilycontouredlookmadepopularbytheKardashians.TheKoreanlookisasimple,“no-makeup”lookthatoptsfornatural-looking, flushed cheeks and dewy fresh skin that are supported by intensiveskincareroutines.TooCoolforSchoolfocusesonskincareproductsthatcomplementitscosmeticslineandallowuserstocreateafreshlookthatrequireslittlemakeup.TooCool for School brings these trends statesidewith 11 different product lines thatincludemasks,soaps,moisturizers,tonersandserumsinskincare,andsheerblushes,lipstainsandhighlightersincosmetics.

Source:Sephora

Source:FungGlobalRetail&Technology

3 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.

NOVEMBER25,2016

International brands such as LVMH and Estée Lauder have caught on to the Koreanbeautytrend.LVMHhasformedapartnershipwithAmorePacific,Korea’slargestbeautyplayer, to create Korean-inspired cosmetics for ChristianDior,while Estée Lauder hasinvestedinHave&Be,whichownsKoreanbrandsDr.Jart+andDotheRightThing.

TheK-beautytrendisplayingintothenewconsumerdesireforminimalismonallfronts.BeautybrandGlossiertappedthistrendbylaunchingacompleteskincarelinebeforeitreleased itscosmetics line,andMilkMakeuphasreleasedK-beauty-inspiredcosmeticsthat include a face gloss that provides a fresh, dewy look, andmultifaceted productsthatdonotrequiretoolstoapply.

Source:FungGlobalRetail&Technology

Source:Sephora

4 DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&TECHNOLOGYDEBORAHWEINSWIG@FUNG1937.COMUS:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.

NOVEMBER25,2016

DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:86.186.1420.3016deborahweinswig@fung1937.comRachaelDimitResearchAssociate

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