K-beauty is trending globally. Many Korean celebrities, particularly K-pop stars, command vast, devoted fan bases, influencing fashion and beauty trends. Combine the two and one might naturally assume there would be numerous cosmetic brands launched by Korean stars, similar to Rihanna’s Fenty Beauty, Kylie Jenner's Kylie Cosmetics or Selena Gomez's Rare Beauty in the US. The reality, however, is quite.