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Yoo Chae-ri reporter
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[Digital Daily, Reporter Yu Chae-ri] Congressman Kim Won-hee has highlighted the critical need for intellectual property (IP) protection in the K-beauty industry, citing TIRTIR’s global success story. As Korean cosmetics have evolved from followers to trendsetters, Kim stresses the urgency of safeguarding technology and establishing robust institutional support.
At the National Assembly’s K-Beauty Forum held on the 10th at the National Library in Seoul, Kim spotlighted TIRTIR’s impressive breakthrough in the U.S. market. Founded in 2017 by influencer-turned-entrepreneur Lee Yoo-bin, TIRTIR skyrocketed to fame with its range of 12 cushion foundation shades that went viral on TikTok, catapulting the brand into the American beauty scene.
The brand’s dark-toned cushions, specially formulated for Black skin, became an instant hit through word-of-mouth, resulting in a staggering 300 billion KRW (225 million USD) in exports that year alone. In a notable development, TIRTIR was acquired by Gudai Global, the company behind the popular “Joseon Beauty” brand, in 2024.
Kim emphasized that replicating TIRTIR’s success story requires a powerful e-commerce strategy coupled with stringent IP protection measures.
The Korean cosmetics industry’s transformation is turning heads. Once known as the most adept “fast follower,” K-beauty has now claimed its spot as a “first mover,” leading the global beauty market.
Kim asserted that maintaining this leadership position is impossible without a solid IP foundation. The damage caused by IP infringement is alarming – domestic cosmetics companies have suffered losses exceeding 1 trillion KRW (750 million USD) due to IP violations. He urgently called for immediate institutional and policy support to address this issue.
Congressman Kim pledged to champion legislative support that echoes industry concerns. “I’ll carefully consider supplementary measures based on today’s discussions,” he stated. “If necessary, I’m prepared to personally propose legislation to protect the intellectual property rights of small and medium-sized enterprises and ensure they receive adequate financial backing.”
Kim also expressed his unwavering commitment to preventing technology leaks and reiterated the crucial need for comprehensive policy support in this area.
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