5WPR expansion to help K-beauty brands navigate US market

5WPR is expanding its Beauty specialty sub-division, which provides services for international brands focusing on US campaigns for K-beauty.

“5WPR has been a trusted partner within the Korean beauty space, creating impactful programs from brands like Medicube and other industry disruptors seeking to make a statement in the US market,” says Ilisa Wirgin, managing partner and executive VP at 5WPR. 

“This continued expansion of our beauty division to include a dedicated K-beauty team allows us to tailor our expertise further to meet the unique needs of Korean brands, introducing them to US consumers while preserving the stories and details that make these products so compelling.”

The public relations (PR) agency will provide campaigns, influencer marketing, professional and celebrity procurement, experiential activations and affiliate marketing strategies for the brands it represents. It aims to enhance brand visibility, build consumer trust and drive growth.

“Recognized for its innovative formulations, cutting-edge technologies and trendsetting viral beauty routines, the K-beauty market has captivated US consumers. With continued growing demand, 5WPR’s expansion assists Korean beauty brand partners and helps them navigate the competitive American market,” says 5WPR.

5WPR’s Beauty division says it has a track record of successfully representing beauty brands across skin care, cosmetics and wellness categories. The company implements industry relationships with influencers, celebrities and media with integrated PR, digital and social media campaigns.

5WPR claims to be one of the US’s largest independently owned PR firms.

K-beauty has solidified its place in the cosmetics sector in recent years and is reportedly not slowing down. In its beauty trend predictions for 2025, Spate said K-beauty would continue to influence skin care and makeup trends.

The personal care industry has been paying more attention to Asian-inspired makeup and skin care in the Western world. 

Last week, Elume, an Indian skin care brand, announced it is working to enter the US market. Although it is unknown when the company will complete the move, the potential entrance into the US market aims to instill confidence in a diverse American audience with its range of “inclusive, hassle-free” skin care products.