Operator of a premium K-beauty brand focusing on color cosmetics. The brand views makeup as a medium for self-expression rather than transformation, blending “Chérie” (affection) with “XX” (intimacy) for a culturally aspirational identity. Its mission is to differentiate through emotional storytelling and design-led branding, following the playbook of indie successes like Glossier, Rare Beauty, and Fenty.
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Glossier is an online direct-to-consumer beauty brand.
