Laneige

Before 2018, almost no American customer had heard of a Korean lip sleeping mask. Four years later, the product was selling one unit every 30 seconds globally. Landage launched in 1994 as a younger skincare line under the Amora Pacific Holding Company, sitting below Sawwasu in price and targeting a customer in her 20s and 30s. The brand's breakout product in Western markets was a thick overnight lip balm marketed as a sleeping mask, priced at around $15 a jar. A coordinated push into US Sephora stores in 2018, reinforced by beauty content creators on Instagram and TikTok demonstrating the product on camera, turned the lip mask into the top selling lip product at Sephora globally within two years. Korean beauty brands in the early 2010s struggled to sell into Western markets through traditional channels because American department stores did not understand Korean product categories.