Goodai Global

Goodai Global is a Seoul-based K-beauty brand aggregator and incubation platform founded in 2015 by CEO Cheon Joo-hyuk. The company specializes in the acquisition, incubation, marketing, and global distribution of K-beauty brands, building a house-of-brands model that mirrors luxury conglomerates in the beauty sector. Goodai Global's portfolio includes Beauty of Joseon (acquired January 2019), TIRTIR, Round Lab, SKINFOOD, and LAKA — a collection of brands spanning skincare, color cosmetics, and personal care. The company is backed by prominent Korean private equity investors including IMM Private Equity, IMM Investment, JKL Partners, Kiwoom Private Equity, and Company K Partners. Goodai Global's strategy centers on identifying and scaling digitally native Korean beauty brands with proven international demand, then distributing them through global e-commerce channels and retail partnerships. The company is actively pursuing an IPO and has been a focal point of the surging global K-beauty M&A wave, including the acquisition of Skinfood for approximately $108 million in 2025.