Beauty / news
Front Row Opens Seoul Office to Help K-Beauty Brands Enter U.S.
Front Row has launched a Seoul office led by Jinny Kim to support Korean beauty brands expanding in the U.S. through Amazon, TikTok Shop, localized content and AI optimization.
The Seoul office joins Front Row’s existing locations in New York City, San Diego, Hamburg, Bratislava and Amsterdam. It will be led by Jinny Kim, Front Row’s senior vice president for Korea.
The agency said the office will work with Korean brands on scaling their presence on Amazon and TikTok Shop, producing localized content and optimizing their AI presence as they seek growth in the U.S. market.
Front Row was formed in 2023 by combining eight existing agencies. Its client roster includes beauty brands Glossier, Sol de Janeiro and K18.
Christopher Skinner, Front Row’s chief revenue officer, said the current K-beauty resurgence differs from the earlier wave because the brands entering the U.S. have significant backing. He noted that there are more ways to win and more ways to lose.
He added that the agency’s role is not simply to place Korean brands on Amazon. The work involves preserving the identity of brands born in Korea, regionalizing messaging where appropriate and building the digital growth and demand generation needed to gain awareness and attention.