Nurihaus's Global Journey: Elevating K-Beauty

What is the Company About?

Nurihaus operates under the slogan "Korea To Global!" and offers comprehensive services for K-Beauty brands to successfully enter overseas markets. Through platforms 'NuriLounge' and 'NuriGround', the company actively supports K-Beauty brands' global ventures by facilitating collaboration with global influencers and conducting multinational marketing campaigns.

The Journey of Nurihaus

Founded by CEO Baek Aram on July 7, 2020, Nurihaus aimed to take Korean design items global. Its core strategy was to introduce and sell products encapsulating the Korean lifestyle to the world market, thereby driving the company's growth. This goal extended beyond the domestic market, focusing on creating content to capitalize on overseas market opportunities, expanding sales channels, and increasing touchpoints with international customers. A transition to a new service model became essential.

In March 2021, Nurihaus secured a 500 million KRW seed investment from Hashed, validating its potential as a cross-border commerce platform. Yet, the COVID-19 pandemic presented unforeseen challenges, prompting a reevaluation of business direction. After launching services in July 2021, CEO Baek and the team decided to pivot based on real market feedback. They encountered issues such as the international market's unawareness of Korean lifestyle products, the domestic production infrastructure's reliance on foreign entities, and domestic brands' lack of drive for international expansion. This realization became a turning point for reconceptualizing their business model.

2022 was a transformative year for Nurihaus. CEO Baek established a new business direction through ongoing discussions and adjustments. The company paused operations to reassess and explore transitioning to a new venture. Despite some departures, the team committed to the new direction.

In January 2023, Nurihaus and global beauty community startup Picky signed an MOU to bolster overseas influencer marketing. The partnership focuses on aiding various domestic brands, including K-Beauty, to penetrate the global market. This includes leveraging a global influencer pool for marketing, providing solutions with a Seoul-based creator pool, and integrating cross-border shopping points via both companies' communities. NuriLounge has amassed over 1,500 global creators, and Picky hosts a 300,000-strong K-Beauty fan community. The collaboration aims to provide efficient marketing solutions and expand into the beauty and consumer goods sectors.

By June 2023, Nurihaus announced a collaboration with Ecomobi to enter markets in Vietnam and Southeast Asia. Ecomobi runs the region's premier platform supporting creator monetization. This agreement emphasizes accelerating K-Beauty brands' entry into Vietnam and Southeast Asian markets. NuriLounge has worked with over 400 K-Beauty brands, and Ecomobi's 'Passio' service in Vietnam has been instrumental in affiliate sales and marketing, working with over 450,000 influencers. This partnership is expected to aid Korean brands in tapping into the Southeast Asian cross-border market and in linking Korean companies with Ecomobi's business services, with an emphasis on services tailored for Korean brands' local marketing needs in Southeast Asia.

On September 5, 2023, CEO Baek Aram shared his insights on the global expansion and success of the K-Beauty industry at the '2023 K-Forum'. He underscored the industry's tenfold growth over the last decade and its global competitive edge. He pointed to a French beauty startup's decision to manufacture in Korea as evidence of K-Beauty's international acclaim.

Direction and Goals

Nurihaus then introduced a beta version of its service and broadened partnerships with client companies. By year's end, the formation of Nuri Private Investment Association No. 1 led to successful fundraising. Leveraging these experiences, Nurihaus remains committed to its "Korea To Global" vision, continuously striving to bolster its global commerce market presence. CEO Baek and his team persistently work to enhance the reputation of Korean brands in the international market and to create opportunities for expansion.

NuriLounge was developed to execute influencer collaboration as a primary marketing strategy. CEO Baek, recognizing the creator community model's significance, has initiated various efforts to strengthen it. Centered in Seoul, NuriLounge operates with a guild concept, providing quests to creators, thereby facilitating their growth and adaptation.

NuriLounge fortifies its community identity through engaging activities and explores new business opportunities through exchanges with diverse creators. CEO Baek criticized the inefficiency of collaborations with global creators within Korean society and aims to improve this through NuriLounge. Since its official launch, NuriLounge has surpassed 1,500 active creators and has fostered collaboration cases across various industries. CEO Baek is determined to demonstrate that global market-effective solutions can originate from Korea through NuriLounge and the "global community," and is committed to further efforts toward this end.