No products in the cart.
Goodai Global Inc. is a Seoul-based beauty company that acquires, develops, and distributes Korean skincare and cosmetics brands for international markets. Rather than presenting every label through a single corporate identity, it operates as a multi-brand platform, providing shared infrastructure for global expansion while allowing each brand to retain its own formulations, visual language and consumer positioning. As of July 2026, its official portfolio comprises Beauty of Joseon, TIRTIR, SKIN1004, ROUND LAB, SKINFOOD, House of Hur, iUNIK and Dr. Nineteen.
The company’s emergence reflects a wider evolution within Korean beauty. K-beauty was once introduced to many international shoppers primarily through specialist importers and trend-led online retailers. Today, its most successful brands are increasingly building permanent positions within global beauty culture. Goodai Global has become an important part of that transition by combining brand ownership with international distribution, market localisation and long-term portfolio management.
Goodai Global began in April 2015 and became an incorporated company in December 2016. Its early business was rooted in cosmetics distribution, giving the company practical experience in the movement of Korean beauty products beyond their domestic market. This foundation appears to have influenced the model it follows today: brands are not treated simply as creative concepts, but as businesses that require dependable retail access, local market knowledge and operational support.
Founder and chief executive Ju Hyck Cheun developed the business during a period in which demand for Korean cosmetics was expanding across Asia and online. Early exposure to overseas distribution helped the company understand how preferences could change from one market to another. Packaging, product explanation, texture, pricing, digital storytelling and retail placement all had to be considered together.
That experience became especially significant through the company’s relationship with Beauty of Joseon. Goodai Global entered into an exclusive distribution agreement with the brand in January 2017 before completing its acquisition in March 2019. The sequence is important. The company had time to observe the brand’s commercial possibilities before assuming full ownership, creating a model in which distribution knowledge could inform brand development.
Beauty of Joseon became the clearest early demonstration of Goodai Global’s ability to introduce a distinctly Korean skincare identity to an international audience. The brand draws upon hanbang, the use of traditional Korean herbal ingredients and philosophies within contemporary beauty formulations. Instead of presenting heritage as something purely historical, Beauty of Joseon places ingredients such as rice and ginseng within streamlined products designed for modern routines.
Its international rise was accelerated by Relief Sun: Rice + Probiotics, launched in November 2021. The sunscreen combined a lightweight cosmetic experience with a culturally recognisable ingredient narrative. Goodai Global records that Beauty of Joseon reached number one in Amazon’s US sunscreen category in November 2022. The achievement helped establish the brand as more than a specialist K-beauty discovery: it had become a widely recognised name within global skincare.
Beauty of Joseon remains central to the group, but its importance extends beyond sales. It offered Goodai Global a practical blueprint for identifying a brand’s distinctive character, refining the way that character is communicated and creating the commercial systems needed to support international demand.
Goodai Global gradually expanded beyond its original flagship. House of Hur joined the company in January 2022, followed by a significant period of portfolio development during 2024 and 2025.
The acquisition of TIRTIR was completed in August 2024. Best known internationally for its Mask Fit Red Cushion foundation, TIRTIR brings colour cosmetics and complexion expertise to a portfolio otherwise strongly associated with skincare. Its cushion foundation is now offered in more than 45 shades, reflecting the brand’s effort to adapt a recognisably Korean makeup format for a wider range of complexions.
Goodai Global completed its acquisition of iUNIK in September 2024. Positioned around practical, sensitive-skin-oriented skincare, iUNIK adds a straightforward derma-beauty proposition to the group. Its identity is shaped by restrained formulations and accessible routines rather than elaborate product rituals.
The acquisition of Craver Corporation followed in November 2024, bringing SKIN1004 into the portfolio. SKIN1004 is built around ingredient-led skincare and is especially associated with Centella asiatica sourced from Madagascar. Its minimalist presentation and emphasis on calming formulations have helped the brand connect with shoppers looking for clearly communicated ingredients and uncomplicated routines.
Goodai Global’s portfolio expanded again in 2025. Dr. Nineteen was launched in April as a skin-science label developed with input from dermatology professionals. Its products are positioned around skin-barrier support and post-procedure care and are distributed through specialist channels, including clinics and pharmacies.
In September 2025, Goodai Global completed the acquisitions of Seorin Company, the operator of ROUND LAB, and heritage cosmetics label SKINFOOD. These additions broadened the company’s reach across two very different expressions of Korean beauty.
ROUND LAB is known for skincare influenced by particular Korean landscapes and regional ingredients. Its portfolio includes products associated with Ulleungdo deep seawater and birch sap from Inje. The 1025 Dokdo Toner and Birch Juice Moisturizing Sunscreen have become especially visible within Korean beauty retail, giving the group a brand with strong domestic recognition as well as international potential.
SKINFOOD brings a longer-established beauty philosophy. Founded around the idea that nourishing food ingredients can inspire cosmetic formulations, the brand is recognised for products associated with ingredients including black sugar, carrot, rice, honey and propolis. Within Goodai Global’s portfolio, it offers both heritage value and a concept that remains easy for consumers across different markets to understand.
House of Hur completes another part of the portfolio. Developed with an emphasis on consumer participation, the brand describes its community as “HURFRIENDS” and incorporates customer feedback into aspects of product development. This community-led approach gives it a different rhythm from the group’s heritage, clinical and ingredient-focused labels.
Together, the eight brands demonstrate that Goodai Global is not building a collection around one aesthetic. Beauty of Joseon explores modern Korean heritage; TIRTIR specialises in complexion and colour; SKIN1004 and ROUND LAB foreground ingredients and place; SKINFOOD draws on food-inspired beauty; iUNIK addresses sensitive-skin routines; House of Hur emphasises community; and Dr. Nineteen occupies a more specialised skin-science space.
The most distinctive aspect of Goodai Global’s structure is its stated commitment to maintaining the originality of each label. Its corporate philosophy describes a “multi-brand label” that builds shared infrastructure without dissolving individual brand identities into a uniform house style.
This is particularly relevant in beauty, where consumers often form attachments to a brand’s tone, ingredient philosophy, packaging and founding story. Excessive standardisation could weaken the qualities that made an independent label appealing in the first place. Goodai Global’s portfolio therefore continues to appear consumer-facing as eight separate propositions rather than extensions of a single master cosmetics brand.
The connective tissue exists behind the scenes: international distribution, market entry, financial support, operational systems and broader strategic planning. For consumers, however, Beauty of Joseon still feels different from TIRTIR, just as ROUND LAB maintains a different identity from SKINFOOD.
Goodai Global identifies North America and Japan as the principal anchors of its international distribution network. This reflects the importance of both markets to contemporary K-beauty. Japan offers geographic proximity and a mature cosmetics culture, while North America gives Korean brands access to influential retailers, e-commerce platforms and a highly diverse beauty audience.
In February 2026, the company completed its acquisition of Hansung USA, a US-based distributor of Korean beauty products. The business subsequently became part of Goodai Global’s North American distribution structure, and Goodai Global USA was formally established in April. The development gives the group a more direct presence within one of its most important overseas regions.
The company also reorganised its Japanese operation in April 2026, renaming D&ACE as Goodai Global Japan and appointing Oh Dong-hun as its chief executive. According to reporting at the time, the operation was designed to support access to approximately 13,000 Japanese retail locations while strengthening the company’s ability to introduce and develop brands locally.
These operations indicate that Goodai Global is moving beyond a model based solely on exporting products through external partners. By developing regional distribution capabilities, the company can coordinate brand presentation, retail relationships and local market execution more closely.
Goodai Global is led by co-chief executives Ju Hyck Cheun and Koo Chang Gun, whose name is also rendered in English-language business reporting as Koo Chang-keun. Cheun remains closely associated with the company’s founding, brand acquisitions and international expansion.
Koo was appointed co-CEO in June 2026 after holding senior positions across the CJ group. His previous leadership experience includes CJ Foodville, CJ Olive Young and CJ ENM. At Olive Young, he participated in the retailer’s development into an omnichannel beauty platform, giving him relevant experience in beauty retail, digital commerce and multi-brand operations.
The co-CEO structure brings together two complementary areas of expertise. Cheun contributes the entrepreneurial and acquisition-led perspective that shaped Goodai Global. Koo brings experience in institutional management, retail platforms and the operation of businesses at greater scale. Their shared leadership arrives as the company develops a more complex international distribution network and prepares for a possible public listing.
Goodai Global’s rapid portfolio expansion has produced substantial growth. For the 2025 financial year, the company reported consolidated revenue of approximately KRW 1.47 trillion and operating profit of KRW 273.4 billion. Revenue increased by around 294% from the preceding year, while operating profit rose by approximately 98%.
Because several businesses joined the group during the year, the reported consolidated accounts include their results only from their respective acquisition dates. Goodai Global estimated that a simple full-year combination of the businesses would have produced approximately KRW 1.75 trillion in revenue and KRW 401.4 billion in operating profit. This larger figure is useful for understanding the scale of the assembled portfolio, although it should be distinguished from the formally reported consolidated result.
In 2025, the company also secured KRW 800 billion in financing from investors including IMM Private Equity, JKL Partners, Premier Partners, Kiwoom Private Equity and Company K Partners. Beauty industry reporting placed the corresponding valuation at approximately US$3.1 billion. The investment supported Goodai Global’s acquisition strategy and longer-term corporate development.
Goodai Global took a formal step towards a potential initial public offering in February 2026 when it selected Mirae Asset Securities, NH Investment & Securities, Citigroup Global Markets and Morgan Stanley as underwriters. Mirae Asset was appointed the principal domestic underwriter, while the company stated that preparations would proceed in stages.
As of July 2026, Goodai Global remains a privately held company preparing for a possible listing. No final offering valuation, share price or confirmed listing date has been publicly established. What is already evident is that the company is developing the governance, financial reporting and distribution infrastructure expected of a business moving from entrepreneurial growth towards a more institutional phase.
Goodai Global’s significance lies not simply in the number of brands it owns, but in the architecture it is building around them. Its model connects brand discovery, acquisition, creative development, international distribution and regional market support, while leaving each label with a recognisable identity.
Beauty of Joseon proved that a culturally rooted Korean skincare concept could develop into an international bestseller without abandoning its distinctive story. TIRTIR demonstrated the potential for Korean complexion products to serve a broader spectrum of consumers. SKIN1004, ROUND LAB, SKINFOOD, House of Hur, iUNIK and Dr. Nineteen each add a different perspective on ingredients, community, heritage or skin science.
Taken together, the portfolio presents a broad picture of modern Korean beauty: globally ambitious but not culturally anonymous, commercially scalable but still built around individual brand narratives. As Goodai Global strengthens its presence in North America and Japan, develops its leadership structure and advances its capital-market preparations, it is positioning itself as one of the most closely watched multi-brand companies in contemporary beauty.
BeautyMatter. (2025, December 1). K-beauty house of brands Goodai Global raises $600 million.
Goodai Global. (n.d.-a). Company overview. Retrieved July 23, 2026.
Goodai Global. (n.d.-b). Company milestones. Retrieved July 23, 2026.
Goodai Global. (n.d.-c). Beauty of Joseon. Retrieved July 23, 2026.
Goodai Global. (n.d.-d). TIRTIR. Retrieved July 23, 2026.
Goodai Global. (n.d.-e). SKIN1004. Retrieved July 23, 2026.
Goodai Global. (n.d.-f). ROUND LAB. Retrieved July 23, 2026.
Goodai Global. (n.d.-g). SKINFOOD. Retrieved July 23, 2026.
Goodai Global. (n.d.-h). House of Hur. Retrieved July 23, 2026.
Goodai Global. (n.d.-i). iUNIK. Retrieved July 23, 2026.
Goodai Global. (n.d.-j). Dr. Nineteen. Retrieved July 23, 2026.
Maeil Business News Korea. (2026, April 14). Goodai Global eyes 2 tn won sales milestone after record year.
Seoul Economic Daily. (2026, February 3). K-beauty firm Goodai Global acquires US distributor for 100 billion won.
Seoul Economic Daily. (2026, April 8). Goodai Global reorganizes Japan unit, appoints Oh Dong-hun as CEO.
Seoul Economic Daily. (2026, June 7). Goodai Global names former CJ executive Koo Chang-keun as co-CEO.
Yonhap News Agency. (2026, February 9). Goodai Global accelerates listing preparations and selects IPO underwriters [Korean-language article].
Stay inspired with exclusive brand features, luxury insights, and the latest in fine fashion and beauty — directly in your inbox.
