Maeil Business Newspaper

[Biz Focus] Big disruptions and explosive growth…. the success formula of insurgent brands

By Hyekyung Kim and Wonpyo Choi

min read


Noosa, Bai and Halo Top are the hottest food & beverage brands in the US these days. Emerging brands are managing to overcome the KRW 500 billion revenue hurdle, long regarded as ‘the invisible wall’ in the Korean cosmetics industry. In fact, only the umbrella brands of Amore and LG had managed to exceed the hurdle. However, AHC recently broke the wall, soon to be followed by Dr. Jart and JM Solution. Interestingly, these brands did not exist 10 years ago, or had no market position. One other common trait of these brands is their ability to quickly meet consumer needs with affordable and high quality products, thus capturing a bigger share of the market. We call these brands ‘insurgent brands’, mirroring their ‘insurgence’. (Full article only available in Korean)

Noosa, Bai and Halo Top are the hottest food & beverage brands in the US these days. Emerging brands are managing to overcome the KRW 500 billion revenue hurdle, long regarded as ‘the invisible wall’ in the Korean cosmetics industry. In fact, only the umbrella brands of Amore and LG had managed to exceed the hurdle. However, AHC recently broke the wall, soon to be followed by Dr. Jart and JM Solution.

Interestingly, these brands did not exist 10 years ago, or had no market position. One other common trait of these brands is their ability to quickly meet consumer needs with affordable and high quality products, thus capturing a bigger share of the market. We call these brands ‘insurgent brands’, mirroring their ‘insurgence’.

(Full article only available in Korean)